Categories Name : Web

Sub-Category : Best Banners -Single/ Campaign, Rich Media with or without video

Entry Name (Campaign) : Experience ‘Hello MG’!

Covering Note / Overall Experience

MG Hector, with its i-SMART Next Gen Technology driven by IOT, has emphasized widely on the technological featurettes of the vehicle while highlighting the design and aesthetics of the car. The brand has revolutionised the auto industry by being the first mover in the category, bringing India its first connected car offering the user connectivity on the go with 50+ connected features and mobility. Meeting brawns with brains, MG Hector has used disruptive tech-driven approach to create a seamless driving experience by bringing various aspects of hardware, software, services and applications together in a single compact vehicle.
With an elaborate set of tech-driven features that the car offers, MG had banked upon showroom visits to bring out these attributes to the intending audience. However, while the auto industry woes with India experiencing a snowball fall in auto sales, it was evident that the economy was seeping into a critical slowdown with auto sales falling by 31%. Due to this rapid slowdown, the average showroom visits in India had gone down to 10-20% of the enquiries in the past six months, as opposed to the 60-70% in the first quarter of 2019.
With showroom visits declining, while being the end step to the purchase funnel of the marketing channel, it was eminent to drive the entire ‘showroom experience’ home to the user at their comfort and ease in order to create a sense of consideration and desire in the audience’s mind.

Concept

Several facets like voice recognition and control features provides a visual interface that elevates the users experience by bringing information at a glance, allowing the users access to settings which is just a single touch away. The notion behind the conceptualization of this campaign was to combat the shortfall in showroom visits by immersing the audience in a real time experience of these aspects and features through a virtual scenario.
In an effort to meet this end, we aimed to design a comprehensive campaign to give the user a concurrent experience virtually, creating an environment where the user can live through the entire ‘showroom experience’ and develop a practical know-how of these features and the ease that it brings to the user, without actually having to step out of their comfort. The idea was to engage the audience in the real life experience of the car’s features eventually driving consideration and desire for the car amongst the target audience group.
Through the campaign, we would enable the user to experience the technology that drives MG Hector in an engaging manner by providing a holistic experience through a real-time demo and create a sense of visualization into the ground-breaking innovative world of MG Hector.

Innovation

To drive the MG experience, it was vital to go beyond the standard norms and showcase the uniqueness of Hector with considerable ingenuity. It was crucial to engage the audience in an experience that commits to the memory and creates an impactful effect in the user’s mind. The key was to create an array of interactive experiences presented to the user as a single concept. This was ensured by providing myriad ways for the user to engage with the content, while tactically highlighting the revolutionary in–car control systems of the MG Hector. We resolved to adopt a Rich Media approach to create the desired influence among the targeted audience group.
The idea was to give the user a first-hand holistic experience of the MG Hector through an exploratory approach and make the user comprehend the ease and convenience that emanates with the car. A three-fold approach to highlight three distinctive messaging communication was the approach to the campaign.

• AI based Voice Recognition system, where the user could use voice assist to verbalize the functionalities of the i-SMART technology
• An all-round master creative acting as a detailed brochure highlighting various featurettes like safety, performance, i-SMART, etc.
• 360-degree virtual tour of the car highlighting the focal points of Hector standing out as the stupendous modern day SUV

Through this campaign, we aimed to deliver to the user a pragmatic conversance of the MG Hector and successfully reinstate the message of India’s first ‘Internet Car’ via application of simulation and experiential learning.

Execution

With an objective to drive consideration and desire amongst the target audience, it was focal to ensure that the ideation of the creative concept flowed seamlessly throughout the campaign by efficiently conveying the proposition and features of the MG Hector.
Another pivotal step was to ascertain the target audience to be reached by factoring in the various interests and behaviours related to the product, while simultaneously creating cohorts to be targeted. Basis our offerings and product specifications, we resolute to a tech savvy audience in the HNI segment, who are domestic and international travellers, four wheeler owners and SME Decision makers.
Basis our audience segments, it was essential to establish the right choice of platform used to serve the ads and reach out to the target audience basis the messaging to be communicated. We identified the ideal partners’ basis authentic data sources and sharp people based marketing coupled with an expertise in Artificial and proprietary advertising Intelligence and proficiency with rich media creatives.
Once all the ingredients and strategies were in place, it was crucial to build a narrative that the audience recognizes and recalls. To meet this end, the creatives were exposed to a strictly defined audience base and were targeted through an interest and behaviour based targeting schematic in order to reduce any redundancy and spoilage. The different concepts were targeted to different audience cohorts’ basis interest and affinity to build relevancy and drive high engagement with intending audiences.

Results

While analysing the performance of the campaign, it was evident that the results were testimonial to the hard work and thought that had been put into strategizing and executing the campaign. The campaign has marked an impactful effect on the audience, and the activity has garnered an extremely high engagement rate.

• The campaign reached approximately 1 million+ in-market audience
• 40% of the exposed users completed the entire digital journey
• The overall campaign was delivered at almost 3X times the planned engagement rate
• The campaign successfully drove approximately 30K+ website visits
• MG Hector received 100+ bookings through the campaign

In terms of impact, the campaign has successfully overcome the challenges as MG has recorded an increase in the overall visits to the showrooms across all locations. There has been a rise in the enquiries and sign ups through telephonic as well as online portals. It is evident through these numbers that the campaign has over exceeded the anticipated effect by delivering a distinguishable high performance and has created the much desired impact among the audience targeted.