Date post: | 13-Jul-2015 |
Category: |
Automotive |
Upload: | freya-mishra |
View: | 162 times |
Download: | 2 times |
CREATE AWARENESS
around the launch of
HONDA AMAZE, Honda’s
first diesel car in India
To gain the attention of
the people and have them
talk about Honda Amaze
WITHOUT ANY PAID MEDIA
INVESTMENT
Business objective
Challenge
Our Solution
We targeted the common
psychology of a prospective
car buyer for whom the
deciding factor is the
Mileage of the car.
‘What is the Mileage?’ they
ask, so lets make this the
talking point for Honda
Amaze and have them
create conversations
No paid
investment
What’s the
‘talking
point’?
Idea
While this was a complete
social campaign, involving
all the social platforms, the
challenge was to ensure
buzz with no paid
investment.
So we made Twitter our
main platform for ensuring
buzz, and test drives.
We initiated a Twitter
campaign a week before
the launch day on April 4,
talking about the mileage
and the diesel engine of
the car. The execution of
the campaign encompassed
conducting a question and
answer contest on Twitter
and gratifying the winners
with 25.8 litres worth of
diesel or cash vouchers
rounding up to the said
value.
Our formula
Target the
psychology of
the
customer
Make it the big
gratification
Which will
lead to
increased
conversations
Increased
conversations
will make it
TREND
TRENDS make
it the most
discussed
topic
• Our #HondaDiesel
trended
• 8467 tweets
• Reach 3.04 million people
• >5169 retweets
• 843 mentions
• >2000 followers added
• >100 testimonials
collected for Honda
Amaze
HONDA TWITTER HANDLE
• Honda Amaze trended too
Campaign shines
Period: 1st November 2012 – 30th April 2013
1,946856 633 513
1,007
648619
612417
850431 767
896
502
809
798
852 1,027
1,073
633
1,161
1,120 1,200
8091,129
6,155
2,881 2,768
571478
Amaze Dzire Etios Indigo Manza
# o
f M
ess
ages
November December January February March April
430%
Honda Amaze buzz jumps by more than
400% compared to March chatter due to
it’s launch in Indian market
Buzz
Volume
Sentiment
Analysis
Sentiment Summary
Neutral
Sharing Launch news News stories & reviews being shared on social
media Discussions around potential competition to
other sedans in its segment
Positive
Appreciating the car and expressing interest to buy / book / test drive car
People liked launch campaign Amaze is brilliantly priced to provide tough
competition to Dzire
Negative
Honda’s diesel engine still needs to be a success story on road
People will ‘wait & watch’ until end user reviews don’t surface
Period: 1st April – 30th April 2013
Positive17%
Negative2%
Neutral81%
•Excitement around Amaze launch drives
positive sentiments across social media
•Significant rise in neutral messages due
to link sharing
Sentiment
Ratio
6,155
2,881 2,768
571 478
0
1000
2000
3000
4000
5000
6000
7000
HondaAmaze
Dzire Etios Indigo Manza
# o
f M
essa
ges Honda
Amaze47%
Dzire22%
Etios22%
Indigo5%
Manza4%
BUZZ
VS
COMPETITORS
Period: 1st November 2012 – 30th April 2013
Honda Amaze enjoys the highest share
(47%) in sedans. Combined buzz of Dzire
and Etios is not able beat Honda Amaze
A big Launch – trended on Twitter
>80K viewership of the webcast
Highest share (47%) of buzz in sedans.
More than the combined buzz of Dzire
and Etios
1.5 lac people joined Honda FB & Twitter
pages
Record breaking bookings on the first day >5,800.
>30K bookings so far
Honda Amaze tops all key features conversations
Final Notes