Overview
TVS Motor Company, one of India’s leading two-wheeler manufacturers, is known for its innovative approach to the urban mobility market. As part of their latest launch strategy for a new scooter, TVS aimed to build curiosity and excitement among a tech-savvy audience.
For this, AD Vantage had supported them to roll out a unique on-ground campaign at Manyata Tech Park in Bangalore, targeting the vibrant professional community there. This initiative not only created buzz within the tech park but also sparked widespread social media engagement, thanks to a collaborative effort with influencers.
Objective
The core objective of the campaign was to create significant visibility and build anticipation around the new scooter launch. The aim was to.
- Engage with tech professionals, a key demographic for urban scooters.
- Leverage influencer collaborations to generate organic social media conversations and amplify the campaign’s reach.
- Establish a unique pre-launch presence, making the upcoming scooter a talking point both on-ground and online.
Target Audience
Primary: Tech professionals, aged 25-40, working in Manyata Tech Park, known for their fast-paced lifestyle and preference for convenient, efficient commuting solutions.
Secondary: Social media-savvy individuals who follow trends in mobility and tech innovations, extending the campaign’s reach beyond the physical event.
Challenges
Cutting through the noise: The automotive market is highly competitive, with regular new launches. Standing out and making a lasting impression was the key challenge.
Attracting attention in a busy environment: The tech professionals in Manyata Tech Park have demanding work schedules. Capturing their interest without disrupting their day was a critical challenge.
Ensuring digital amplification: While the activation was on-ground, it needed to generate buzz online to reach a wider audience and create sustained interest.
Approaches
To achieve its objectives, we crafted a well-rounded activation strategy that blended physical presence with digital engagement:
Location Selection: Manyata Tech Park, one of Bangalore’s largest IT hubs, was chosen by the brand for the activation. The location guaranteed high footfall from the desired target audience—urban professionals with a keen interest in tech and mobility solutions.
Creative Setup: The activation zone featured a red carpet treatment with ropes and bold signage reading “Reserved for Scooter That’s More”. This set-up grabbed attention, making the space feel exclusive and inviting curiosity. The backdrop hinted at the upcoming launch, encouraging onlookers to engage.
QR Code Integration: A QR code was included on the display, enabling seamless engagement by allowing people to scan and discover more about the new scooter without disrupting their schedule.
Influencer Collaboration: TVS roped in popular social media influencers who visited the activation, shared their experiences, and teased the upcoming scooter to their followers. This ensured that the event’s impact was felt beyond the tech park and across multiple digital platforms.
Execution
On-ground Activation: The eye-catching installation at Manyata Tech Park became the focal point for the campaign. With its red carpet and velvet ropes, it gave the feel of an exclusive event, which piqued the curiosity of the tech professionals passing by.
Digital Strategy: We understood the importance of connecting the offline event with online buzz. The QR code, when scanned, directed users to more information about the scooter, creating a bridge between the physical and digital worlds.
Influencer Involvement: Social media influencers attended the activation, interacted with the brand, and created content that went viral. Through Instagram stories, posts, and reels, these influencers generated massive hype, making the activation a talking point even for those do not present at the tech park.
Outcome
The campaign was a resounding success, achieving its objectives on multiple fronts:
High Social Media Traction: The campaign saw a huge boost in social media conversations. Posts and stories around the activation generated high engagement, with thousands of likes, comments, and shares.
Significant Brand Visibility: The activation at Manyata Tech Park stood out in the minds of the busy professionals, establishing strong brand recall ahead of the scooter’s launch.
Increased Interest: The QR code scans directed significant traffic to TVS’s website, where users could register for updates, further building anticipation around the launch.
Conclusion
TVS’s activation at Manyata Tech Park was a brilliant mix of offline and online engagement. By strategically positioning the campaign in a location bustling with tech professionals and amplifying its reach through social media influencers, we successfully created hype for their upcoming scooter. The initiative not only engaged a targeted audience but also sparked conversations across social media, creating a strong foundation for the product launch.
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