The Challenge
AutoExpo 2018 was on its way and Maruti Suzuki as a market leader aimed to take the excitement among auto enthusiasts to the next level by communicating their message from the Hall Number 9, AutoExpo 2018 despite any restrictions. Maruti Suzuki don’t think of themselves as a car company. They are in a business of delivering futuristic technology, design and experience while breaking every single mould along the way. This kind of ambition leads to standards of revolutionary heights and working on a new campaign powered by advanced, futuristic vision is the uncommon territory. This meant during the Auto Expo 2018, we at Grapes had to develop a new concept that felt futuristic, premium, experiential and technologically advanced. Our first assignment was to deep-dive into the insights and nuances of what really inspires an Auto enthusiast to visit Auto Expo? What do they value? From whom do they influence? What do they engage with? What stops them to experience? This laid the groundwork for how we reached the maximum of them and defined the content.
The Insight
The Auto Expo is a biennial automotive show held in Greater Noida, Uttar Pradesh India. It is Asia's largest and the world's second-largest motor show. Automakers see this as an opportunity to reach out to auto enthusiasts and showcase new technologies, design and promote indigenous research and development for adapting them. With more than 420 million mobile internet users in India, a lot of communication and information absorption is happening over mobile devices. According to Facebook and Bain, by 2020, about 70 percent of annual automobile sales in India will be digitally-influenced and social media will attract about 40 percent of sales valued at $23 billion, up from 20 percent today. Moreover, 50 percent of the decision is currently inclined by the digital. And Social Media is an integral part of digital marketing strategy; various original equipment manufacturers (OEMs) are using the platforms like Facebook, Twitter and YouTube to spread their message across their core target audience. All of this is compelling the industry as a whole (automaker) to communicate with their core Target Audience and Industry experts to mirror the technology, innovation & experience from the inside out on the digital space.
The Solution
To change the perception of mobility we came up with a thought of sharing the digital experience to all auto enthusiasts who could not visit Auto Expo due to geo-restrictions, time & accessibility. India's first Auto Expo at Night digital show where auto enthusiasts can ask any question from the industry experts. The complete show was divided into 8 different capsules mirrored the Maruti Suzuki Hall Number 9 from Auto Expo 2018 highlighting the technology, innovation & experience from the inside out and from the eyes of the experts. In order to drive interest and motivate action, the media was deployed on brand messaging video conveying that "Industry experts will answer all your questions during the live show "India's first Auto Expo at Night".
