Summary
We showed people that the ‘SmartXonnect' side of life lets you address the most important need of today - staying connected to your world. We brought out how TVS Jupiter 125 SmartXonnect offers the convenience you need to #StayZyadaAhead in today's world.
Challenge
Consumers were content with traditional features given in scooters by leading brands and didn't think scooters would be able to offer car-like Bluetooth connectivity & other smart features. We needed to change this mindset.
Objective
In an era where connectivity is paramount, the synergy between phones and our vehicles exemplifies unparalleled convenience. The scooter industry was dominated by products that were high on assurance delivery due to their long market presence but low on feature delivery, especially when it came to much-needed connected aspects. With the new launch, we needed to the following objectives: Change consumer mindsets - Consumers were content with traditional features given in scooters by leading brands and didn't think scooters would be able to offer car-like Bluetooth connectivity & other smart features. To show the features and benefits in use-case mode of the newly launched product. Making users realize that connected features should be a must-have when evaluating & buying a scooter. Creating awareness & consideration in the 125cc scooter category with this launch. Establishing the product as the smart connected ride needed to #StayZyadaAhead in day-to-day life.
Strategy
The TVS Jupiter 125 SmartXonnect provided not only best-in-class practical features like follow-me lamps/backrest but also Bluetooth-enabled connectivity with your phone. People needed to be made aware of these brand-new features and their benefits, through the medium they consume most- Digital. Our strategy was to showcase the full range of features that set the product apart as the most advanced 125cc scooter. With the communication #StayZyadaAhead and showing use-case situations of our features, we established that TVS Jupiter 125 SmartXonnect goes beyond any other competitor. This was done through a visually stunning film that showcased all our complex technical features yet established their ease of use. Showing how the connectivity and convenience makes the young and aspirational Indian's life easy and effortless. We then smartly crafted targeting and media strategies that pushed our campaign to in-market audiences, where quality leads converted to effective sales.
Data
Solution
We used the audience comments to announce our scooter in the teaser phase to reassure people that TVS Jupiter listens to you and brings you ‘zyada' always. We then launched a video purely on digital, that served as both a feature explainer video, and a brand film; showing the need for the scooter in a modern Indian's life, as something that keeps you connected with your phone, giving you access to a world of convenience that no other scooter in the category offers.
Results
Organic Website Traffic: -Overall website traffic metrics that change from pre-launch (Oct 1-Oct 15) to post-launch (Oct 16- Oct 31st) were indicative of high-interest users coming to the website, implying curiosity for the new product and increased awareness, as shown below: - Users increased by 71%. - Average session duration also increased by 31% - Organic site visit numbers the day after the launch reached the yearly high of 5100+. Returns on investment: Better ROIs were achieved as conversion rates increased from the Aug-Sept (pre-launch period) to Oct-Nov (post-launch) as mentioned below: - Aggregator Conversions: 7.7% to 8.7% - Total Digital Conversions: 7.0% to 8.4 % Keyword Search Volumes: Rose by 64% from 148,240 to 243,280 between Sep 2023 to Oct 2023 Within 45 days of launch we achieved: - 7000+ Sales - 9000+ Enquires - Increased market share from 5.7% during April- Sep (pre-launch) to 6.7% during Oct-Nov (post-launch) - Brand Sentiments improved as NSS score from rose 6.92% in Sept ‘23 to 8.91% in Oct ‘23 Social media Metrics for the launch video: Reach: 17.5 L + Impression: 43 L + Engagement rate: 65% Interaction: 9K + Views: 32.8 L +
