Maruti Swift

Media Campaign

By:Mansee Saxena

Aim of the case studyAimTo design a creative led media driven campaign to generate tremendous earned media conversations/content.

Target Group 25-40 years, largely male. Typically, they are looking for an upgrade from their first car.

BriefMaruti Swift was the best-selling premium hatchback for many years, delivering good performance & value for money. However, in the recent times it has been facing strong competition. They provide much better features at only a slightly higher price. Hence, Maruti Swift wants to re-launch itself with better features and at a very competitive price.

Rebirth of a Style iconExperience the swift fever like never before

Rebirth of performance

Rebirth of style

Rebirth of comfort

Rebirth of safety

Quick points• The 3-month (12 weeks) phase has been divided into

2 partso 1st Phase –1.5 month before the launcho 2nd Phase –1.5 month after the launch

• Mix of online and offline marketing would work simultaneously• Offline activities medium: Print ads on magazines and

newspapers, OOH hoardings, airports, railway stations, TV ads, Popular TV shows, movie halls, radio, events in corporate buildings and malls• Online activities mediums: SEO, SMM, SEM, display,

email, remarketing, mobile• Images and videos of all offline events necessarily go

on facebook, youtube• Cost Model:

o 1st Phase – CPM, to build brand awarenesso 2nd Phase – CPC, to increase bookings and sales

Phase 1…starts with a commercial that is shown in heavy rotation on visual media…

An ad series shown in parts Each ad should have the Maruti Logo

and the launch date Duration of the ad series: 14 days Duration of each ad part: 2 days Duration of each ad: 10 second teaser Idea: The idea is to tease viewers with

the best bits of the carShowing snippets of the car – wheel

rims, steering wheel, backThe car would not be shown in

entiretyLast 4 days the exterior full car is

unveiled

An ad series shown in parts Each ad should have the Maruti Logo and

the launch date Duration of the ad series: 10 days Duration of each ad part: 2 days Duration of each ad: 10 second teaser Idea: These ads would highlight the car’s

USPFocus on o Interioro Exterioro Comforto Safetyo Performanceo After Sales Serviceo Resale Value

Last 21 days full car is shown. 15 second teaser

Offline activities

…it then covers different offline mediums …

Ads on hoardings. These would go on roads, malls airports and stationsDay 1 – 15o A covered swift standing in darko Maruti logo and launch date mentioned

Day 15 – 45o An unveiled swift standing in lighto Maruti logo and launch date mentioned

Ads on print media such as Newspapers and Magazines Day 1 – 15o Pull out adso A covered swift standing in darko Maruti logo and launch date mentionedo Printed intermittently

Day 16 -17o False cover ads o An unveiled swift standing in lighto Maruti logo and launch date mentioned

Day 18-45o Pull out adso On same lines as above

Reviews on various channels. Reviews to be standaloneDay 18-45o NDTV Car and Bike Showo CNBC Overdrive

Launch on various award shows such as IIFA and Stardust, Kapil Sharma show, popular TV soaps: Day 16 onwards

Promote on Kalki Koechlin travel show being aired on Fox Life and National Geographic. She explores the north east terrain with her father. Other such shows can also be targeted

Test drives in various corporate buildings

Online activities

…it then covers various platforms online…

YouTube How Swift is different from the previous versionsHistory of Swift over the last decade

Email Marketing: Send mailers. This would consciously make people aware about the brandpast users of swiftpeople between 25-40 yearspeople using cars for last 8-10 yearsbooking the car and test drives

Google Display Ads: Display/banner ads on various websites around the commercial ad. Car Review websiteso Zigwheels.como Cartrade.como Carwale.com

Home page banner ad on YouTubeCar loan/Bank websiteso HDFCo ICICI

Search ads on various websitesPress release, reviews and articles Buy keywords such as new cars, upcoming cars, how to take a test drive, how to buy a car, best cars

to buy, affordable cars to buy, car reviews, car buying guideo Carandbikeo Overdriveo Carwale.como Zigwheels.como Gaadi.com

FacebookSince humor sells join groups by contacting admin and trend sarcastic comments on swifto Faking newso Ministry of humor

Countdown of the launch date on Facebook page and websiteAds around pre-booking a car and a test drive. Show ads in the evening and during the weekends.

Segment people on their age, interestsEngagement activity such as:o #Coloryourswift- Color of swift that people would prefero #Placetheswift: Adjust the rapidly moving swift cars in the outline of a car

QuoraComment on people’s questions regarding cars in India

TwitterCreate a buzz around the launch by comments such as:o The Maruti Swift ad is simple and superb :)o Have you watched the new #swift tv commercial - more kicks more thrillso Maruti Swift coverage at August edition autocaro Watch Kalki Koechlin on her adventure with all new Swift on North Eastern roads @ Fox Life and

National Geographico Book your test drive at (link)o Book your car at (link)

InstagramPost photos of :o Car and launch on various TV shows

Blogging websitesIndianautoblogIndianautodrivesBurnyourfuel

Mobile marketingIn-app display ads on apps such as TOI and GaanaSwift App – One stop app for nearest service station, police station, showroom, petrol pump,

service reminderChance to win goodies from Maruti for those who install the app

…phase 2…again starts with a commercial that is heavily promoted on YouTube, TV and movie halls…

Idea: Cast of the ado Brand Ambassador: Irrfan Khan

Scripto Irrfan buys a car from the Maruti Showroom o Happily drives it zip-zap-zoom across roadso He then gets down the car and says:o Ek shaandaar performance, mileage dene wali

India ki only no 1 car. Ismein style bhi hai, comfort bhi aur safety bhi

o Aur after sales aur service ki baat hi alag haio Aaj hi book karein apne nearest Maruti showroom

se Ad can be translated in English

Online activities

Offline activities

…it then covers different mediums offline and online…

#SwiftMumbaiAfter8Users would be asked to share their night adventures in a Swift. This

hash tag would be promoted between 8PM -1AM.This can be done in phases in different metros, starting from the first

weekend after the launch. The best one from each region wins a prize.

Test drives in various corporate buildings, malls, movie theatresAds on hoardings. These would go on roads, malls airports and

stationsIrrfan Khan driving the car and asking about booking the car

Ads on print media such as Newspapers and Magazines Pull out ads which remind consumers to book their cars

FacebookAds on FB around booking a car and a test drive. Show ads in the

evening and during the weekends. Segment people on their age, interests

Troll around the following on FB:o Sanskari Alok Nath o Dhoni

Facebook & Twitter#growingupwithswift- Post your swift story on twitter

& FB. TwitterCreate buzz around the launch by comments such as:o Superb interiors. Superb styleo Book your test drive at (link)o Book your car at (link)o Watch live #SwiftMumbaiAfter8 by Proud Swift

owners @(place) and (time)o Image of old & new swift, asking which one would

you prefer; the classic simple or Sporty and stylishInstagramo Upload selfies of Irrfan with the caro Selfies of happy customers buying the car

Remarketing: Visitors of the websiteYoutube: Reviews and comments of happy customers

Facebook & Instagram: #HotwheelsWednesday –pictures of what crazy thing you did with your new car in the midweek#PowerwheelsFriday- pictures of what are your plans to do to get back your power that was

drained out during the week#pictureperfect- post pictures with your new car along with your family, on a long drive, or may be

a beautiful scenic beauty #daringkilometers- post picture of your speedometer

Search Ads & SEO: Press release, reviews and articles Buy keywords such as How to take a test drive, how to buy a car, best cars to buy, affordable cars

to buy, car reviews, car buying guideo Carandbikeo Overdriveo Carwale.como Zigwheels.com

Display Ads: Centric around people buying the cars, taking test drives, enjoying rides on same websites as

mentioned in slide #8Email MarketingSend mailers with reviews of customers and reminding them to book their cars

Why should boys have all the fun?

EVER THOUGHT OF A SWIFT IN PINK?

…and then a new start to the end…

SWOT Number 1 trusted brand Best Mileage Accessible Service Easy availability of parts

Strength High price Less Storage space No foldable seats

Weakness

Rising competition from other brands Internal brand competitionBetter public transport systemChanging government norms &

regulations

Aspirational groupRising income of peopleMore than 1 car in a familyGreat resale value

Threat Opportunity

Maruti Swift

Comparison Benchmark(We can provide this as part of our marketing brochure for discerning

customers)

Key industry success factors

Weighting Jazz Ranking

Jazz Weighted

Baleno ranking

Baleno Weighted

i20 Ranking

I20 weighted

Safety .2 5 1.0 8 1.6 5 1.0

Storage .15 7 1.05 6 .90 8 1.2

Style .15 8 1.2 7 1.05 6 .90

Mileage .2 6 1.2 8 1.6 7 1.4

Service .2 5 1.2 7 1.4 6 1.2

Comfort .1 6 0.6 5 0.5 7 0.7

Total 1.0 37 6.25 41 7.05 39 6.4

Thank you