This study outlines the research insight of channelizing all the online chatter to one location, using social media to drive the frenzy, and finally, engaging the consumer in revealing the much talked - About car, themselves. Upload your own case studies @ http://www.afaqs.com/news/case_studies/upload.html To request download, contact us at +91-120-4190721 or casestudies@afaqs.com Browse through more case studies @ http://www.afaqs.com/news/case_studies/index.html

1.
Case
Study
Of

2.
1. About
XUV500
Mahindra
&
Mahindra
Ltd.
(M&M),
a
part
of
the
US
$12.5
billion
Mahindra
Group,
unveiled
the
eagerly
awaited
Mahindra
XUV500
at
Pune
in
Maharashtra.
Designed
and
developed
in-­‐house
by
Mahindra,
the
XUV500
is
Mahindra’s
first
global
SUV
platform,
with
significant
inputs
in
styling
and
development
from
customers
across
the
globe.
2. The
Brief
/Objective
M&M
Auto
redefined
its
image
and
the
SUV
market
in
India
with
the
launch
of
the
Scorpio
in
2002.
Now
the
company
was
focused
on
launching
another
game
changer
–
a
global
SUV,
codenamed
Project
W201.
Project
W201
was
announced
roughly
3
years
ago.
Hungama
was
given
the
task
of
creating
a
teaser
and
product
launch
campaign
that
would
stand
out
from
everything
that
was
ever
done
before
–
within
the
category
and
for
the
medium.
This
vehicle
was
a
game
changer
for
M&M
Auto
in
terms
of
its
image,
consumer
perception,
and
reach.
It
was
a
global
launch,
with
a
product
created
for
a
global
market.
Client
brief
was
to
handle
the
campaign
unlike
anything
Mahindra
had
ever
done
before,
on
digital.
Also,
given
that
this
vehicle
was
going
to
be
targeted
at
SEC
A,
we
figured
that
about
80%
of
the
TG
would
be
online
and
active.
This
was
Mahindra’s
biggest
launch
campaign,
after
the
Scorpio.
3. Research
Insights
With
the
research
we
found
that
there
was
an
unbelievable
amount
of
speculation,
gossip
and
rumours
already
in
the
digital
space.
Our
strategy
included
channelizing
all
the
online
chatter
to
one
location,
use
social
media
to
drive
the
frenzy,
and
finally,
engage
the
consumer
in
revealing
the
much
talked
about
car,
themselves.
4. Creative
Concept
The
campaign
was
divided
into
4
activities
to
be
executed
within
one
month
-­‐
·∙
Reveal
the
Name
of
the
W201
·∙
Guess
the
Price
of
the
XUV500
contest
·∙
Unlock
the
XUV500
angles
·∙
Reveal
the
XUV500
for
yourself
Considering
the
amount
of
curiosity
there
was
about
this
product,
we
decided
to
tease
the
consumer
to
build
the
anticipation.
At
the
same
time,
we
would
reveal
a
little
more
about
the
vehicle.
5. Execution
Our
first
activity
was
Reveal
the
Name
of
the
W201.
Users
were
invited
to
mouse
over
an
area
on
the
website
and
uncover
the
real
name
of
the
W201.
An
audio
file
also

3.
conveyed
users
how
to
pronounce
the
brand
name.
The
activity
was
supported
via
banners
and
a
social
media
campaign
on
FB
and
Twitter.
Users
could
also
take
part
in
the
activity
on
the
Facebook
fan
page.
‘Guess
the
Price
of
the
XUV500’
was
a
never-­‐done-­‐before
activity.
Consumers
were
shown
an
XUV500
under
wraps,
and
asked
to
guess
the
price.
They
then
had
to
share
the
activity
with
friends.
The
person
whose
guess
came
closest
to
the
actual
price
would
WIN
THE
XUV500.
There
were
also
20
tickets
to
the
F1
Grand
Prix
in
India,
up
for
grabs.
An
FB
plug-­‐in
on
the
website
homepage
showcased
buzz
on
social
media,
regarding
this
contest.

4.
MEDIA
BANNER
In
order
to
give
consumers
a
better
idea
of
what
to
expect
from
the
XUV500,
we
also
created
and
launched
a
series
of
‘sneak
peek’
videos.
We
spoke
to
the
people
involved
in
creating
the
XUV
–
from
the
R&D
Project
Leader,
to
the
Senior
VP
of
Product
Development
at
Mahindra
and
Mahindra.
We
spoke
to
crazy
fans,
bloggers
and
online
experts.
The
activity
was
constantly
promoted
through
social
media
and
banner
spends.
For
those
who
were
dying
to
see
the
XUV500,
we
offered
them
another
alternative.
Fans
could
unlock
different
angles
marked
on
the
wrapped
vehicle.
As
soon
as
a
certain
number
of
‘likes’
was
reached,
the
webcam
feed
changed
to
show
a
different
angle
of
XUV500.
When
the
vehicle
was
finally
launched
on-­‐ground,
we
gave
consumers
another
interactive
experience,
where
they
could
pull
off
the
wrapper
on
the
XUV
themselves
and
unveil
the
car.

5.
Media
vehicles
chosen
–
Social
Media
–
Facebook
+
Twitter,
YouTube
and
Mahindra
XUV500
website
Key
issues
kept
in
mind
while
executing
the
campaign
–
Short
turnaround
time
Overwhelming
response
Bite
sized
info
without
revealing
too
much
WEBSITE
HOMEPAGE

6.
6. Results
Mahindra’s
XUV5OO
registered
5000+
bookings
within
6
days
of
launch
o Guess
the
name
site
150,000
people
revealing
the
name
450,000
likes
to
reveal
the
first
ever
‘under
wraps’
360
degree
car
view
115,000
entries
in
10
days
Over
100,000
visitors
a
day
(highest
traffic
to
an
auto
site
in
India)
o Unveil
the
XUV
40,000
unveils
in
one
evening
35000+
test
drive
requests
Touching
900,000
unique
visitors
to
the
site
120,000
fans
on
Facebook
700,000
destinations
where
XUV500
has
been
mentioned
7. Credits
Company:
Mahindra
&
Mahindra
Brand:
Mahindra
XUV500
Digital
Agency:
Hungama
Digital
Media
Entertainment
Pvt.
Ltd.
Chief
Creative
Officer:
Carlton
D’Silva
Creative
Team:
Team
Hungama
Account
Management
Team:
Team
Hungama

7. C S S UD E
A E T IS