Spikes Asia

THE ALL-NEW MARUTI SUZUKI DZIRE – CHAT BOT INTEGRATED VIDEO BANNER

ISOBAR, Gurgaon / MARUTI / 2017

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Overview

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Credits

Overview

Background

Maruti Suzuki Dzire is a clear segment leader in the Indian market; the full model change of one of India’s most loved cars needed to be communicated to its audience in an engaging and clutter-breaking manner. Therefore, the brand’s renewed promise had to be presented in innovative formats that would not only stand out, but would urge users to further explore the cars’ smooth sedan styling, rich interiors and seamless enhancements. The objective was to enable two-way communication between the all-new Dzire’s indulgent launch TVC and its viewers, while simultaneously driving consideration.

Execution

We built a video enabled chat-bot addressing a user’s queries basis the most important parameters for buying a car - Efficiency, Ease and Design – which was then integrated within the Launch TVC. Basis the analysis of tools like Comscore, Consumer Barometer, Programmatic and Social Media Insights, we identified relevant genres for our audience, such as sports and news. We then identified the top sites within each genre (e.g. CricInfo, Hindustan Times and First Post) and strategically placed our video banners amongst content pieces of high relevance. This APAC-first innovation was live for a period of 20 days, thereby garnering 15M impressions and reach worth 7M!

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