Cannes Lions

Launch of Maruti Suzuki IGNIS

COMMUNIQUE MARKETING SOLUTIONS, Gurgaon / MARUTI / 2017

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Overview

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Credits

Overview

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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