Soumita Banerjee of Interactive Avenues presented a case study on how Xylo created a successful connect with the youth and managed to sell 20 cars within two weeks of launch of the project
Sarmistha Neogy | Mumbai | September 25, 2014
There were several successful mobile marketing case studies presented at the Internet and Mobile Association of India’s (IAMAI) Mobile Marketing Summit, held in Mumbai on Wednesday. One of the notable ones was ‘Coffee with Mahindra Xylo’ presented by Soumita Banerjee, Assistant Account Manager, Interactive Avenues.
The Problem: Xylo had failed to connect with the youth, as a result of which it was losing out on a major chunk of potential buyers. The challenge was to reposition Mahindra Xylo as a vehicle for the youth. The automobile major decided to change the scenario, and create a new target audience for Xylo – from men above 35 years to men under 30 years. It was not an easy task, because this is where the brand was struggling for quite some time.
Without a second thought, mobile was chosen as the preferred medium to communicate with the youth. The agency conducted a dipstick and found out that there is a huge disconnect with Multi Utility Vehicle (MUV) as a segment and the youth. Their notion was that MUVs are meant for older people and those with large families. The study also found that for someone in the 20s, the first and last screen was the mobile phone and coffee shops were the place to hang out and discuss things. The brand wanted to convey to the youth that Xylo was also good for both daily commute and weekend parties. And this is how the campaign ‘Coffee with Xylo’ was born.
The Solution: Xylo had a new target audience to address - the youth. The platform was mobile and coffee was the hook. Customised Mahindra Xylo ads were created which cropped up on the mobile screens of the users, based on his or her locations. For example, if a user was in the Worli area of Mumbai, he would get ads with a calling facility and details of dealers closest to him. There was also a ‘Click to Missed call’ feature, for which Mahindra had tied up with Barista. On getting the missed call, Barista would call back the user for a free cup of coffee at the dealer’s location. There, the user could get a first-hand experience of the car and avail the test drive facility.
Impact: The result of this campaign was great: within two weeks of launch of the project, Xylo sold 20 cars, mainly to people below the age of 30 years. An ROI of 500 percent was achieved and 621 coffees were sold, as a result of ‘push marketing’. The project was first piloted in Mumbai and then extended to the other metros.