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What make your life easy, exciting &

wonderful?????

Are you having a time of your life ?????

Are you having a time of your life ?????

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lasting
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Presenting.

Mahindra Xylo U216


Consumer Connect Activation Plan

Client : Mahindra & Mahindra

Event : Mahindra Xylo Post


Launch Activations
Destination: Chennai, Hyderabad,
Cochin, Bangalore, Pune, Mumbai,
Delhi, Chandigarh, Bhopal, Jaipur,
Kolkata & Patna
Date : July Last week onwards

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

Devise an activation plan for Mahindra Xylo to announce


the makeover and technological modifications the vehicle
has undergone recently and thereby impact the overall
sales

OUR APPROACH
Reach the TG

WHEREVER HE IS

STRONG
Between Mahindra Xylo & TG
CONNECT
Show Mahindra XYLO focus as

SLEEK STYLED
on acrossSPIRITED
channels

TOM BRAND RECALL & THEREFORE


SALES

KEY IMAGERIES TO BE COMMUNICATED

Right from the moment od owning a Xylo to the period one


retains it is like, 'the time of your life,' where the owner
experiences best of comfort and luxury

Highlight the upgradation of engine from


MEagle to MHawk which yields better
mileage and more power

ACTIVATION TOUCH POINTS


Colleges
Corporat
e Parks /
Offices

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.

OUR INTERPRETATION FOR TIME OF YOUR LIFE

Just like some of those


cherished time phase, we
intend to tell our
prospective customers
that with Mahindra Xylo
you shall experience the
time of your life.
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.
Likewise as we step into
adulthood we have our
share of highs when we
take up our first job or
reaching to the peak of
our careers or the first
kid born in the family.

There's a period which is


called as the 'time of your
life' where everything
simply falls in a place.
Taking the above
mentioned emotional
touch points into
consideration, we intend
to build an analogy with
our all new Mahindra Xylo.
On an average every new
vehicle is owned for at
least 6-7 years before it's
sold out to the second
owner.

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

Experience Mahindra XYLO using


the Magic Book
CONSUMERS

IDEA 1

DISRUPTIVE ENGAGEMENT AT
CORPORATE PARKS & OFFICES

ACTIVITY 1 - MAGIC BOOK

Magic book merges technology with digital


texts and images, challenging the traditional
act of reading and driving users to new
interaction boundaries.

A different approach to reading that uses


hand gestures to explore a virtual book.

Simply move your hand over the pages and


watch as text, image and audio content
comes alive.The Magic Book is simple and
intuitive to use.

Our idea is to create a customize magic book


where the TG can flip the pages of the
experience of existing customers & features
of the XYLO

Catchment Areas : Corporate Parks, IT


Parks

Time of the activity : Weekdays(office


Hours)

Video Link
http://www.youtube.com/watch?v=2kSw_reYhTM

RESIDENT WELFARE ASSOCIATIONS(RWA)

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.

Permission will be taken to be a part of the monthly society meeting where a


special capsule of 15-20 minutes will be created to disseminate information on
the features for all residents. As part of this session, we will try and involve the
local commissioner of traffic or a relevant public / government personnel
to make the entire initiative more credible and authentic.

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.

Experience Mahindra XYLO using


the Invisible View Technology
CONSUMERS

IDEA 2

DISRUPTIVE ENGAGEMENT AT
RESIDENTIAL AREAS

ACTIVITY 1
2 - INVISIBLE VIEW TECHNOLOGY

At public locations in the city a special installation


will be set up. This will be made to resemble a
race track / normal road. Designed with LCDs as
part of it, to the naked eye, this will not show
anything but on wearing special glasses, the
consumer can experience the Mahindra Xylo
Experience!

Never done before WOW effect Curious


consumers keen to participate - WOW Viral

Catchment Area : RWA A , A+, B & B+


societies This technology can be used in the pre
decided societies in each locations

Activity Day : Friday , Saturday or Sunday

Target Group :
Residents(Families,Bachelors,Working Class

http://www.youtube.com/watch?v=cDwyia2MM5o

Experience Mahindra XYLO


through
On Ground
CONSUMERS Euphoria
IDEA 3

ENGAGEMENT AT PARKING
LOTS, AUTOMOBILE
NAGARS,MECHANICS ETC
MECHANICS

ACTIVITY 3 - ON GROUND EUPHORIA WITH THE


NEW XYLO:

They shall showcase a customized brand video to


the TG through a LED screen configured inside
the vehicle and ask them to pick and choose a
card kept inside a wish fulfilment box.

A vibrantly decked up Xylo will be taken on the


street with a couple of brand representatives
attired in blazers and tie.

Every card reads a token of gratification that a


person stands to win if he/she takes a test drive
at the nearest dealer point.

TG will be informed that on taking a test drive


and fulfilling a purchase he would be entitled to
enter a lucky draw which reads the 'time of your
life' gratification on the wish fulfilment card

Targeted Catchments: Parking lot of hyper markets and corporate parks, RWAs
and automobile nagars where cluster of mechanics and service station hubs

Experience Mahindra XYLO Using


Crystal Gazers
CONSUMERS

IDEA 4

ENGAGEMENT AT PARKING LOTS,


AUTOMOBILE NAGARS ETC

ACTIVITY 4 - CRYSTAL GAZERS


Premises :

People are busy & 80% of the


consumers come in vehicle to the malls.

To portray the larger than life imagery of the


all new Xylo, crystal gazers would be utilized
at strategic catchments

Prop: a small screen or tablet placed inside


a crystal maze will be utilized to showcase the
brand AV. Our crystal gazer attired in gypsy
attire will be seated on a table and chair with
the whole unit
Again TG would be handed over with wish
fulfilment card to avail a test drive at the
nearest dealer point

Targeted Catchments: Parking lot of


malls and multiplexes

Experience Mahindra XYLO


Through Flash Mob
CONSUMERS

IDEA 5

ENGAGEMENT AT TRAFFIC SIGNALS &


JUNCTION POINTS

ACTIVITY 5: FLASH MOB

Concept: At a mega signal terminal (where four to five signals meet,


classical example would be Fountain at South Mumbai) a group of men would
essay a dance skit where they would be seen complaining about life. All of them
would be wearing lapel mics
With a lyrical rhythm they would be singing on how life takes a toll, be
it work pressure or nagging boss, be it giving time to family or enjoying a quite
weekend, nightmares of traffic and other agonies that they complain saying how
they miss those fun filled days of college and early days of work. A 15
second dance performance is neatly essayed

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

Mahindra Xylo the time of your life.


Estimated time: 20-23 seconds

Experience Mahindra XYLO Using


Interactive Gaming Experience
CONSUMERS

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.

ACTIVITY 6: INTERACTIVE GAMING EXPERIENCE

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 driver seat with Xylo Windscreen with driving seatwill be created as a


setup so that the TG have a driving experience. Emcee will call the TG to
experience the drive of the new Mahindra Xylo.through an innovative and
interactive medium.

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.

Experience Mahindra XYLO


Augumented Reality
CONSUMERS

IDEA 7

ENGAGEMENT AT PARKING AREAS &


TRAFFIC SIGNALS

ACTIVITY 7: FOOTBALL FEVER AUGMENTED REALITY

Premises :

Targeting the sports


enthusiastic towards FIFA World Cupo,
Youngsters ,Couples etc
Its Fifa World Cup Round the corner & this
will be the best time target many consumers
through an augmented reality activity

Prop: a small screen will be installed in

the Kiaosk where a customized branded xyle


augmented technology will be installed.
Again TG would be handed over with wish
fulfilment card to avail a test drive at the
nearest dealer point

Targeted Catchments:
Malls,Pubs,Lounges (Manchester United
Club) will be an apt catchment area.

Experience Mahindra XYLO


Through Car Tagging Activity
CONSUMERS

IDEA 8

ENGAGEMENT AT PARKING AREAS &


TRAFFIC SIGNALS

ACTIVITY 8: CAR TAGGING EXERCISE

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

'time of your life'


gratification and call to action to visit the nearest dealer point for a test drive
The tag possesses a scratch zone which neatly reads the

Tagging promoters
around 3 to 5 years old

will be instructed to affix tags on cars which are

Experience Mahindra XYLO


Vehicle Display
CONSUMERS

IDEA 9

ENGAGEMENT AT AIRPORT
LOBBY,SERVICE ROADS & CORPORATE
SUITS

ACTIVITY 9: VEHICLE DISPLAY

Permissions will be procured to display vehicle across unconventional


catchments

Catchments: Airport lobby, service roads of express ways and


reception of corporate suite hotels,Fuel Stations etc
Interaction Capsule: Same wish fulfilment card that entitles for a test
drive

Experience Mahindra XYLO by


UNLOCKING A TREASURE!
DEALERS

IDEA 10

ENGAGEMENT AT Two Tier & Three


Tier Cities Road Show Activation For
Dealers

ACTIVITY 10 - UNLOCK A TREASURE!

A branded Mahindra Xylo Treasure chest will be placed at every Mahindra


dealers store. Every consumer who purchases a Mahindra Xylo within the
duration of this activity gets to unlock a special treasure for himself!
On purchase, the dealer offers the consumer 5 keys to choose from to open
the treasure chest. If the consumer can open the treasure chest in the first
3 tries then he can choose any one of the prizes from the treasure chest as
his own.
Prizes here will comprise of branded utility items like keychains, etc.

DEALERS

Experience Mahindra XYLO


through Road Show
CONSUMERS

IDEA 11

ENGAGEMENT AT TWO Tier & Three


Tier Cities Road Show Activation

Mahindra Xylo Presents..

habbi Ghumao
ismat Ajmao!

ACTIVITY 11:Chabbi Gumao Kismat Ajmao

Brand communication

tools will be organized which

will act as a hook to engage the consumers


Best branded prizes and return gifts will be rewarded to
participants through the medium of

Chabbi Gumao

Kismat Ajmao

Post the interactive session

free test drives

shall be

given to the target customers.


This will give the audience an opportunity to experience
the Mahindra XYLO first hand

Mahindra sales team

will explain the product

features to customers.
Consumer feels that they have connected with the brand
through a multi-dimensional experience that triggers
their senses.

Experience Mahindra XYLO


through TEST DRIVE show
CONSUMERS

IDEA 12

ENGAGEMENT AT METROS,TIER 1 &


TIER 2 CITIES

ACTIVITY 12: MAHINDRA XYLO TEST DRIVE SHOW

A ground will be pre booked for the test


drive activity. Consumers will be invited
for the test drive activity.

The ground will be prepared in such a


way that it will have damp, rough roads
etc. This will help the consumers
understanding the efficiency &
greatness of Mahindra XYLO.

Emcee will interact with various


engagement activities related to brand
XYLO.

Sales representatives along with the


help of promoters will explain the
features of XYLO which will lead to sales
generation.

The promoters attire will be like race


track pit stop men to give a stylish &
racy feeling.

Branding of Mahindra Xylo all round the


venue. The walls to have graffiti
painting to give a cool look.

Entries will be registered through social


networking sites like Facebook etc. A
page will be open with the call of entries
& registration process.

Catchment Areas : Open Parking Areas,


Cricket ground or football ground,
Gymkhanas etc.

Media Amplification

Radio Promos, RJ Mentions, Special Capsules & Interviews, Contests,


CFE

Social Media Facebook & Twitter campaign

Print Awareness & CFE - on Jagran Prakashan Pvt Ltd (TBD)

Outdoor Awareness & CFE - on Jagran Prakashan Pvt Ltd (TBD)

Television Special promos and OB Links from various activation


points on N channels (specific to city)

Thank
You

An Jagran Solutions