BackThe Challenge

Identifying the increased need for affordable and personal transport during the pandemic, TVS Motors decided to promote the Jupiter scooter during the Festive period of Oct-Dec 2020.

However, given that there was huge clutter and ad bombarding during the Festive season, a key challenge was firstly to stand-out & catch users attention and subsequently ensure lasting message recall.

BackThe Objective

• Achieve maximum reach-in order to convey the benefits of the new TVS Jupiter to the maximum number of users
• Maximise message recall- so as to create product salience
• Capture users??interest & facilitate store walk-ins for TVS showroom dealers

BackThe Solution

TVS Jupiter is India’s most awarded & second-highest selling scooter ever. To highlight this, we launched a video film featuring the brand ambassador- Mr. Amitabh Bachchan who highlighted the significance of buying a two-wheeler for people from different walks of life.

To amplify this, we strategized a full-funnel, multilingual campaign for generating high-impact awareness, driving salience & influencing consideration.

• Top Funnel Approach
  We created our first leg of the campaign to drive high visibility across key portals & content platforms. Using audience mapping tools, we identified key digital channels with high time-spent & as well as user-product affinity. We selected social media platforms, tied up with youth-oriented news portals & partnered with music streaming apps for creating mass awareness. We identified upper funnel audiences who had shown any inclination/affinity towards two-wheelers based on social & browsing history or were likely to consider purchasing a two-wheeler online based on search terms history.

• Mid-Funnel Approach
  We conceptualised the second campaign phase to create product interest in consumers’ minds. In this phase, we used banner ads featuring Mr Bachchan and focussing on key product F&Bs and USPs. Tieing up with marketplaces & bike-aggregator portals such as BikeWale, OLX, we ambushed the competitor pages where users were researching for rival products, and exposed them to our product messaging. We also leveraged several intent-based targeting methodologies based on granular data signals such as users’ search history or call history to reach users who were actively searching for or interacting with scooter dealers online. We drove all of these users to our website, to create a high-quality cookie pool of interested users.

• Bottom Funnel
  Lastly, we attempted to turn the highly-primed user into a potential convert by encouraging him/her to drop a lead for an enquiry. To encourage users to drop an enquiry, we gave them additional offers on credit terms & financial details. We designed these ads in English & Hindi to increase message resonance & interaction. We extensively used the high-quality cookie-pool data accumulated from the previous phases to retarget to these primed users. To remove any friction from the process & ensure a seamless, barrier-free lead fill, we employed native lead ads on FB+IG. This also helped increase cost efficiencies & reduced our lead cost by a huge margin.