Cannes Lions
COMMUNIQUE MARKETING SOLUTIONS, Gurgaon / MARUTI / 2017
Overview
Entries
Credits
Description
The creative strategy hinged on delivering a ‘None Of A Kind’ launch experience to target group – the urban millennial and media. We identified ‘music’ as the communication platform that best connected with urban millennials and narrowed down on the EDM sub-culture – the fastest growing, coolest music genre amongst youth.
This translated into a creative collaboration with AXWELL, global EDM & youth icon, to design a launch campaign. The campaign kick-started with the online release of ‘Something New’ – a pre-launch music video set to Axwell’s latest hit. The video generated social conversations amongst the target group who tweeted, grammed and facebook’d their excitement. A series of on-ground activations led to the main launch event - a larger than life manifestation of IGNIS’s ‘None Of A Kind’ positioning.
Space Design, Stage Backdrop, Aural Signatures, Engagements, Photo-Ops & the performer lineup – all spoke the language of urban millennials.
Execution
I. MEDIA PREVIEW, Dec’16
• 15th – 20th Dec 2016 | ITC Maurya, Delhi & Intercontinental, Mumbai
• Music Video ‘Something New’ Release in association with Axwell /\ Ingrosso
II. PRE-LAUNCH BUZZ I MALL & YOUTH HANGOUTS, Jan’17 – Feb’17
• Unique Metal Cage display at Cyber Hub, Gurgaon; Phoenix Mall, Bangalore & Mumbai
III. LAUNCH CONCERT | IGNIS ELECTRONATION – 13.09.2017
Offline
• Launch of IGNIS to 5000+ Millennials, 500+ Media, Bloggers
• Presentation to Media inspired EDM visual language
• IGNIS UNVELING to Unique 10 Minute production
• Co-Created Motion graphics of IGNIS BRAND LANGUAGE with AXWELL for launch experience
Online
• Musical Car and Concert capsules
• IGNIS Drive Talk with AXWELL
On-Air
• LIVE concert broadcast on VH1, Radio One.
IV. POST-LAUNCH COLLEGE OUTREACH I 8 TOP COLLEGES PAN-INDIA
• 8 Mega IGNIS Electronation Live Concerts
• Engagements – Musical Car, LipDub, Photo-Op & Test Drive for Car experience
• Unique Metal Cage
Outcome
Sales :
10,000+ Bookings within 3 Months, Including
2000+ e-Bookings
2 Month+ Waiting Period for IGNIS, Making it Most Preferred Car for MILLENIALS
Impressions :
A. PRE-LAUNCH BUZZ I MALL & YOUTH HANGOUTS, Jan’17 – Feb’17
• 1.5 Lac+ Visibility
• 35,000+ Footfall
• 9,000+ Demos
B. LAUNCH CONCERT | IGNIS ELECTRONATION – 13.09.2017
Offline
• 5000+ Millennials (Attendees)
• 500+ Media & Bloggers
Online
• 514 Million+ Social Impressions
• 39 Million+ Online Video Views,
• 5 Million+ views on IGNIS Music Video in association with Axwell /\ Ingrosso - Something New
On-Air
• 1 Million+ Reach/ Viewership/ Listenership on VH1 and Radio One of LIVE IGNIS ELECTRONATION concert
IV. POST-LAUNCH COLLEGE OUTREACH I 8 TOP COLLEGES PAN-INDIA
• 150,000+ Visibility
• 100,000 + Millennials Attendees
• 9000+ Demonstrations (One to Many)
• 5000+ Lip Dub Engagements
• 87,000+ Musical Car Engagements
• 25,000+ Photo-Ops
Change in Behavior:
IGNIS enthusiastically received by Millennials
Perception shift from ‘Dad’s car’ to millennial’s car brand of choice
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