Categories Name : Channel/Media Strategy

Sub-Category : Location Based Services or Targeting

Entry Name (Campaign) : Guiding Your Ugadi Celebrations with Maruti Suzuki Arena || GroupM || Xapads

Results

The ""Guiding Your Ugadi Celebrations with Maruti Suzuki Arena"" campaign aimed to unveil a festive marketing push for the Dzire model, focusing on Ugadi celebrations in Karnataka, Andhra Pradesh, and Telangana. Using the UGADI framework, we segmented users aged 25-55 interested in buying the Dzire, gathered attention through culturally relevant ads, and amplified reach with vernacular content. We employed our UGADI framework wherein, U: Understand the Users to segment relevant groups between the age group 25-55 years, Who are interested in buying Dzire specifically in Karnataka, Andhra Pradesh, and Telangana. G: Gather Audience Attention via culturally relevant and vernacular-rich media ads by DV 360, resonating perfectly with the spirit of Ugadi to captivate viewers and engagement. Here, mobile placements evaluated 2.7million Impressions and 37.7K Clicks, with 83.79% of the allocation targeting Mobile devices. A: Amplify Reach in Telangana, Andhra Pradesh and Karnataka with Maruti Suzuki Arena's Ugadi-themed content tailored to vernacular languages and drive 1.6 Million + impressions, 25K+ clicks and 1.53% CTR in Karnataka itself and a total reach of 1.2 million +. D: Driving Engagement & Conversion by providing clear CTA messages in ad creatives to prompt viewers into visiting the Maruti Suzuki Arena website and schedule a test drive or inquire about special Ugadi offers. I: Inspire Brand Advocacy with innovative rich media ads highlighting that buying a vehicle is auspicious during Ugadi, fostering brand recall, community engagements and also loyalty among Maruti Suzuki Arena Dzire customers. Results: 3.3M+ IMPRESSIONS 1.2M+ REACH 42K+ CLICKS 1.28% VTR/CTR