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Chevy Spark Case Study

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  • Hi Considering the huge population of India and a untapped pool of young users, India's growth in percentage might be lesser. But here the mobile phones overtook fixed lines long time back and every mnth there are 10M new mobile connections happening!
    When it comes to pairing, we dont pair with the mobile, we usually push content without a need for pairing. Pass key issues are not in all mobile phone models but we educate users to use default passkeys (1234) to receive content.
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  • Thank you for your input.
    My friend in Japan has been experimenting bluetooth on Japanese mobile phones and had several difficulties with pairing or pas keys.
    Regarding mobile phone penetration, some of the GCC(Gulf countries, Qatar, UAE, Saudi, Kuwait, Oman, Bahrain) are over 100% penetration, according to the regions news papers.
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  • Hi Noy, Mobile phone penetration in India is a story that we cant cover in this space :). But its one of the fastest growing market in the world only next to china.

    With regard to our campaign, technically there were no such issues for the campaign. We haven't faced any issues withe the mall operator because we already have our Bluetooth infrastructure in the mall.

    Good day,

    Team Telibrahma.
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  • Thank you for your posting.
    I would like to know the Mobile phone penetration in India and what type of technical problem you have to deal with this promotional activities. Have you had any issues with the Mall operator or authorities?
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Chevy Spark Case Study

  1. 1. CHEVROLET SPARK PRODCAST CAMPAIGN Client: Kropex limited, Bangalore Campaign Period: 13 th June & 14 th June, 2009 Location: Bangalore, India.
  2. 2. Campaign Objective <ul><li>To create awareness about the new Spark LPG </li></ul><ul><li>To make people carry along with them the experience of the car </li></ul><ul><li>To create recall and enquiries for Kropex, a new dealer for GM </li></ul><ul><li>Target age group: 20 to 35 years </li></ul>
  3. 3. Campaign execution <ul><li>Campaign was carried out in Forum mall in Bangalore as it’s a popular hangout for people from various walks of life. </li></ul>Car specifications (GIF) Dealer details (GIF) Mobile wallpaper
  4. 4. <ul><li>Forum is already Blufi zone where users can get the details of the mall and offers from different retailers directly on their mobile </li></ul><ul><li>The car was showcased at the entrance of Forum and there were posters and banners prompting people to turn on their Bluetooth for details of the car </li></ul><ul><li>BluFi network in Forum mall was made in to a Chevy zone and interested users received complete details of the car, wallpapers and details of the dealer </li></ul><ul><li>Users in other floors were informed about the car and prompted to go and have a look at the car </li></ul>
  5. 5. <ul><li>Details about the dealer Kropex were also delivered to users as a mobile animated content in an attempt to promote the dealer </li></ul><ul><li>With ‘Prodcaster’ an innovative product of TeliBrahma we made the car speak for itself to the customers </li></ul><ul><li>People could experience a product without even going close to it and carry the experience along with themselves! </li></ul>
  6. 6. Challenges <ul><li>Display of cars in Forum is common practice hence its difficult to attract viewer attention span for long </li></ul><ul><li>People generally give a glance to the display and forget it. We had to make them carry the experience along with themselves </li></ul><ul><li>Get people in different floors in the mall to know about the car and ignite excitement in them to have a look at the actual product </li></ul>
  7. 7. RESULTS 17% 1705 2 nd Floor near - Nick Nish 4% 389 3 rd Floor near - PVR 15% 1480 2 nd Floor near - Featherlight 25% 2493 1 st floor 12% 1187 Ground Floor – KFC outlet 13% 1297 Ground Floor – Mc Donalds outlet 15% 1455 Ground Floor % Downloads (10,500) Location
  8. 8. Downloads based on different phones
  9. 9. <ul><li>Campaign Success </li></ul><ul><li>It was the first time that users got necessary details about the car without needing to stand in the crowd , or asking from promoters or company people around the car and hence there was a huge response </li></ul><ul><li>At an average there are about three hundred downloads at Forum but the days the Spark campaign was carried out, there were about 4000 downloads each day </li></ul><ul><li>The dealer got a great response compared to the traditional mode of promotion </li></ul><ul><li>The campaign saw the viral element at its best. The engagement levels were high as there was more call to actions </li></ul>
  10. 10. <ul><li>User engagement </li></ul>
  11. 11. IDEA To make the product speak for Itself to the customers . <ul><li>CREATIVE </li></ul><ul><li>Simple animated mobile contents (wallpapers, screensavers etc) </li></ul><ul><li>animated information details of the dealer& the car. </li></ul><ul><li>Engaging visuals of the interiors of the car. </li></ul><ul><li>MEDIA </li></ul><ul><li>Content delivered to all users within the proximity of forum </li></ul><ul><li>Contents were customized to different mobiles </li></ul><ul><li>The car itself became the media as it told its own story </li></ul>CORE OBJECTIVE To increase enquiries about the car from the dealer.
  12. 12. <ul><li>Website: www.telibrahma.com </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: www.telibrahmaindia.blogspot.com </li></ul><ul><li>Slideshare: www.slideshare.net/blufi </li></ul><ul><li>Twitter: @telibrahma </li></ul>

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