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Presenting.
Background
Mahindra Xylo launched the MHawk engine on Xylo
Information
under the badging of H-Series in May 2013. The
introduction of mHawk engine
on Xylo helped us with
Best in class
power as
compared to
competing
vehicles in the
category
Peppy engine
Better mileage
14.02 kmpl as
compared to
mEagle
Better ride
and handling
OUR APPROACH
Reach the TG
WHEREVER HE IS
STRONG
Between Mahindra Xylo & TG
CONNECT
Show Mahindra XYLO focus as
SLEEK STYLED
on acrossSPIRITED
channels
Malls
Traffic
Signals
Parking
Lots
RWAs
What are those things that contributes to the time of your life? Something that
we would love to cherish in our entire lifetime. Here's typically how things take
place in a person's life
For a toddler it's like owning the first three tyred scooter, for a secondary kid, it's
like wearing that first set of full trousers at school and college days by default
stands as the best days of our lives.
Citing the need of the hour, we aim to devise an on ground plan to reach out to
prospective customers who are either first time buyers or planning to upgrade their
vehicles, rope in them through an empathetic form of interaction leading them to
choose the vehicles at the dealer's outlets.
CONCEPT PEG
We ask a simple question to our targeted group of prospective car buyers - 'Be it the best days of your college or
the mellow whisperings of your first love, you experienced moments where you had THE TIME OF YOUR LIFE.
Now if you're given a chance to experience comfort and luxury to the fullest, what would it be? With such a
premise we intend to provide a gist of things that a TG can avail on purchasing the all new Xylo. It could be
anything ranging from a fabulous tour abroad, configuration of a television set in the vehicle or something that
defines comfort and luxury. A wish fulfilment box would be the central driving force of the whole campaign.
EXECUTION MECHANICS
IDEA 1
DISRUPTIVE ENGAGEMENT AT
CORPORATE PARKS & OFFICES
Video Link
http://www.youtube.com/watch?v=2kSw_reYhTM
Housing societies across the city will be shortlisted basis presence of consumers
using 2 Wheelers & 4 Wheelers
Posters talking about the campaign will be put up at the society notice board and
circulars announcing the campaign will be sent to the residents. These will be
designed to give out safety tips for the consumers which are simple and can be
easily implemented.
As part of this meeting, Mahindra Xylo branding and a product information kiosk
will be placed for the residents to peruse. Next to this kiosk will be a provision for
them to also directly tweet as a society and take their pledge.
IDEA 2
DISRUPTIVE ENGAGEMENT AT
RESIDENTIAL AREAS
ACTIVITY 1
2 - INVISIBLE VIEW TECHNOLOGY
Target Group :
Residents(Families,Bachelors,Working Class
http://www.youtube.com/watch?v=cDwyia2MM5o
ENGAGEMENT AT PARKING
LOTS, AUTOMOBILE
NAGARS,MECHANICS ETC
MECHANICS
Targeted Catchments: Parking lot of hyper markets and corporate parks, RWAs
and automobile nagars where cluster of mechanics and service station hubs
IDEA 4
IDEA 5
all New
Xylo makes a heroic entry and takes in all the men
inside the vehicle. A group of two promoters flung a banner that reads
Voiceover says, now it's time to enjoy the time of your life and the
IDEA 6
ENGAGEMENT AT MALLS
An LED Screen will be placed in 15 x15 space of the designated mall in a particular
city.The LED will be installed with a customized video specially designed for Mahindra
Xylo.
A Promoters dressed in Mahindra Xylo Branded attire will interact with the
TG.They will invite to participate in the Mahindra Xylo Interactive zone. The
Promoters will encourage the TG by communicating them of Time of their life
they get through this activity.
A particular time will be set to reach the finish line. The participant reaching
the set time to reach the Finish line will be given a free test ride of the New
Mahindra Xylo.The Particpant through QR code on small key chain which will
be shown on the screen in Facebook .The lucky draw winner gets a free pick
up & drop from his/her home to office & back in New Mahindra Xylo
The TG can look through windscreen as if they are driving in new Mahindra
Xylo on the roads.
IDEA 7
Premises :
Targeted Catchments:
Malls,Pubs,Lounges (Manchester United
Club) will be an apt catchment area.
IDEA 8
On the same lines of wish fulfilment card, a Car tag will be affixed onto
vehicles that reads the glory time spent by our TG in the yesteryears
Tagging promoters
around 3 to 5 years old
IDEA 9
ENGAGEMENT AT AIRPORT
LOBBY,SERVICE ROADS & CORPORATE
SUITS
IDEA 10
DEALERS
IDEA 11
habbi Ghumao
ismat Ajmao!
Brand communication
Chabbi Gumao
Kismat Ajmao
shall be
features to customers.
Consumer feels that they have connected with the brand
through a multi-dimensional experience that triggers
their senses.
IDEA 12
Media Amplification
Thank
You
An Jagran Solutions