A big a part of the Duniya Boli Lagayegi marketing campaign concerned CARS24 leveraging their TVC’s character on social media in different codecs.
The CARS24 Duniya Boli Lagayegi marketing campaign was designed to deal with three key messages — the Distinctive Bidding System, a powerful community of patrons and sellers getting the perfect deal. Companies Ginger Monkey and Ogilvy had been concerned in creating and executing the marketing campaign, which ran from October 2020 to December 2020 in a phased method.
India is a rustic of 4 million used-care transactions, a big chunk of which occur in an unorganised trend. Following a full-stack transaction-led mannequin, CARS24 at the moment owns a 4% market share of the used automobile class and clocks 15,000 transactions per 30 days on common. The class is predicted to develop at a CAGR of 10-15% Y-o-Y within the subsequent 5 years.
CARS24 is a platform to promote/purchase automobiles on-line. It operates in over 130 cities in India, offering clients with an modern public sale format, a proprietary inspection app, and an algorithm that matches provide and demand throughout the nation. It additionally encompasses a value discovery mechanism for used automobiles.
Abstract – CARS24 Duniya Boli Lagayegi Marketing campaign
The marketing campaign ‘Duniya Boli Lagayegi’ aimed to empower sellers with a large community of patrons and full assist. Launched with an goal to focus on the immense community that CARS24 has throughout the nation and its Distinctive Bidding System, the idea was launched on tv with a TVC and additional amplified on social media pages of CARS24 together with Fb, Twitter, Instagram, and LinkedIn with the assistance of content material advertising and marketing.
- To have interaction with automobile sellers and talk the state-of-the-art providing by CARS24 – the ‘Distinctive Bidding System’.
- To construct relevance and model salience with millennials within the digitally enabled world of social media.
To amplify the TVC in probably the most partaking means on social media to unfold much more consciousness in regards to the Distinctive Bidding System.
The marketing campaign had a multi-phased strategy.
Teaser and Constructing Hype: The primary section included a Twitter activation by prime influencers. The aim of the activation was to create intrigue and at last reveal how straightforward it’s for sellers to get real patrons from throughout the nation by way of the distinctive bidding system.
The influencers tweeted a quantity and the title of their metropolis. This constructed curiosity amongst their followers. The model obtained very attention-grabbing replies similar to “Is that this what you cost for a tweet?” and “Is that this the quantity you’re betting on an IPL staff”.
Followers and different customers too began placing out their numbers and metropolis names. The 2-day exercise helped us attain a bigger viewers as influencers had been requested to tag one another. Lastly, CARS24 revealed the distinctive bidding system and the idea.
Narrating the story of brand name characters ‘the overconfident mamaji‘ and his ‘good nephew’: The second section had the target of selling the characters of the TVC to create consciousness in regards to the TVC.
On this section, the model additionally explored meme advertising and marketing as a instrument for engagement on prime meme pages.
Mamaji’ from the TVC grew to become a preferred determine with individuals referring to such know-it-all relations current in all components of the nation. Usually, meme advertising and marketing includes your content material + standard memes format. However the model had a distinct strategy — they created memes out of the TVC itself. This helped the model in amplification of the TVC idea movie on Instagram.
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Constructing Consideration and Trials: On this section, the model targeted on explaining the distinction of expertise in promoting vehicles on a standard platform versus promoting a automobile on CARS24. A collection of creatives with every utilizing a novel use narrative to ascertain the idea.
Second advertising and marketing/Topical Content material: On this section, the model leveraged modern subjects like IPL and US elections.
Social Media Property: One other main engagement exercise was the creation of an AR filter for Instagram customers. The GuessThePrice filter made customers conscious of what CARS24 is all about in a really partaking means. Customers needed to attempt to guess the value of vehicles obtainable on the platform. The concept was to make them conscious of the Distinctive Bidding System.
- Influencer exercise — Impressions: 500k+, Engagement: 200k+
- Meme Advertising — Attain: 700k+, Engagement: 100k+
- AR Filter — Impressions: 10k, Open, 3k+
In regards to the CARS24 Duniya Boli Lagayegi marketing campaign, Nida Naushad, Head of Model, CARS24 mentioned, “Gone are the instances the place you’ll be able to play ‘one dimension matches all’ ads for an extended length. Within the modern world of social media, topical moments play a really robust communication pillar. Extra types of brief and long-form video/static second advertising and marketing will develop into a norm to outlive within the ‘just about linked world’. Our Duniya Boli Lagayegi is a traditional instance for adopting a digital strategy on the earth affected by the pandemic.”
“It is extremely essential for a model to be current and be related on this social media world. Capturing the suitable set of feelings and buyer expectations for content material builds robust model fairness,” added Abhishek Mudgal, Model Supervisor, CARS24.