Q- What is Datsun’s marketing mix?To compliment the company’s aggressive expansion strategy, we believe in an integrated approach to any marketing & customer outreach activity we carry out. Today, with social media being such a large part of our lives, we understand the role it plays in reaching out to and catering to our customers. As part of this strategy, our focus continues to be in the ATL,
Print, and BTL activities. We are, however, going big on digital with about 20% of our spends earmarked for digital engagement, which as a matter of fact is higher than the industry average.
Q- What about your spends towards experiential
marketing?
We at Datsun, are re-defining consumer engagement with innovative marketing campaigns like #ISayYes and the Ready India TVC Campaign we recently rolled out for Datsun redi-GO. Our campaigns are fully integrated which means all our channels and mediums were aligned together leading to call to action.
Q- Millennials represent a big opportunity
for the automotive industry. How are you engaging this segment?
We have innovation at the heart of our experiential marketing strategy. With the recently launched Datsun redi-GO we undertook several industry-first on-ground promotional activities:
Talking Car Concept
A mall display with a unique consumer engagement proposition. The Talking Car initiative was a great experiential marketing engagement activity that was undertaken at malls. As part of the exercise, there were hidden cameras installed in Datsun redi-GO, so that when a customer sat in the car, he/she was greeted with a voice coming from the car. Datsun had partnered with radio jockeys (RJs) for this exercise. Customers responded positively and many interesting conversations resulted.
Levitating Car- Disruptive Display at T2
Terminal, Mumbai Airport.To promote the newly launched Datsun Redi-GO and create curiosity amongst people, we came up with an impactful and innovative campaign that would spread awareness about the car. We created an engagement zone at the Mumbai
Airport T2, Domestic Departures. It was strategically thought off to cover the objectives of the campaign and bring maximum visibility as well as leverage on the captive audience waiting for their flights. The engagement zone
was ingeniously designed with an illuminated floor and to give the Datsun redi-Go car on display a floating effect.
Missing Mudra Display at IGI arrival, New
DelhiWe had put up a display of the Datsun redi-GO at the Indira Gandhi International Airport, Arrival, New Delhi as well in order the grab eyeballs towards the innovative display with the help of ‘missing mudra’ display.
Engagement with CorporatesWe reached out to around 192 corporate offices inviting them to participate in recreational activities. These comprised of several activities, for e.g. - Brain Bout (inter-corporate quiz) and Corporate Talent Championship
The Brain Bout activity was undertaken in 14 cities including- Bangalore, Pune, Mumbai, Chennai, Hyderabad.
Corporate Talent Championship includes activations across 6 major cities and 8 other towns. This activity began on the 1st of June and will continue till 20th of October 2016. This activity gives the opportunity for employees to get out of their daily job routines and show their talent in singing, dancing, acting etc.
Q- How do you entice the customers to visit
your store to experience the car and its features?It is about how we stay in the top of mind recall of consumers. Brand awareness has a key role in determining the behaviour of a buyer. All our marketing initiatives and activities on various platforms, whether they are on-ground or on the social media, lead to action. With regard to the Datsun redi-GO, our activations in the shopping malls have led to increased footfall in our showrooms as we have been successful in capturing their mind-space for Datsun redi-GO. We are witnessing an increase in the number of customers visiting the dealerships for test drives and inquiring about the vehicle. In order to make it convenient for our customers, we also take the car to the doorsteps of the interested ones for test drives. Ensuring that we are getting closer to our customers and create a better brand experience, we have been working on many different initiatives. One such initiative is our various partnerships with brands to create easier access to Datsun. For e.g. the partnership with Indigo Airlines wherein customers who travel with the airlines can present their boarding pass at any of the Nissan dealership and take the test drive of the vehicle. They will also become eligible for winning the all new Datsun Redi-GO.
Q- What are some experiential initiatives
undertaken by Datsun?We recently launched our brand campaign for Datsun called #ISayYes. It’s a unique 360-degree consumer engagement campaign, providing an interactive new platform to enter into conversations with youthful dreamers and strivers.
The campaign aims to build a stronger connection with young, ambitious and aspirational Indians inspiring them to come forward and share their dreams with the world through a series of planned social activations and innovative storytelling grouped under the campaign hash tag #ISayYes. It consists of Above-The-Line (ATL) activations such as television commercials, and major social activation using platforms like Twitter, YouTube and Facebook to reach out to fans. It includes sharing of stories, opportunities to participate in unique experiences and win prizes. It’s one-of-a-kind “Crowd sourcing of dreams” activity to take fans a step closer to reaching their dream.
Q- Are there any challenges you encounter
while delivering experiences in India?India’s diversity in terms of people and its geography serves a huge set of opportunities coupled with several challenges. For companies who aim to create great experiences for its customers are often faced with difficult situations in achieving the same. These challenges could include working around weather, working in restricted areas like the airport, seamless integration with technology and we work with our partners to provide a seamless experience to customers.
Q- How is that you were able to navigate
these challenges and drive meaningful engagement with people?We endeavor to bring and deliver the best for our customers’. We are focused on delivering our Brand Promise- Innovation that Excites. Our strong and continuous partnership with our agency partners and vendors help us overcome mentioned challenges.
