The Car Launch
Designed for the burgeoning millennial generation, IGNIS is truly unique and unconventional. Every part of Ignis, from the captivating front to distinct proportions, to its cockpit styled interiors, has been designed to be different. This difference is supposed to be the foundation of the entire communication. Since the car launch was unconventional and unlike a traditional launch with journos and editors we has a CONSUMER LAUNCH where 5000 users were chosen from social media to witness the car launch with Axwell. The Objective was to create a digital campaign at the launch of #Ignis, which would help us in making attendees, go gangu about the same on digital media.
Execution Plan
Create a high decibel campaign to generate awareness about the car launch by the millennial (Consumer Launch) and not the experts. To do the same we created a digital campaign, which naturally pulled millennial to talk multiple times about the event on their social handles. But the biggest challenge was the infrastructure being an event in the extreme ends of the city. So we gave them all and made the plan full proof : 1) Infrastructure - Free wifi 2) Content - EDM Concert 3) Experience – Confetti Blast machine to celebrate social milestones. A digital campaign on a real ground event has to be experiential, so Grapes with Twitter created the first ever IOT - “TWITTER-FETTI MACHINE”. A Twitter API was built to trigger real confetti blast at every 1000X tweet. The Twitter Triggered Confetti Cannon was a huge success and acted like a catalyst asking users to tweet using #Ignis again and again. The Confetti blast attracted eyeballs each time it exploded.
