For the past three decades, MRF has been predicting the first day of monsoon for Mumbai and has been prepping people to check their tyres for the rainy season as a part of their branding exercise. However, over a period of time, the brand had begun to lose connect with its younger audience which was far more digitally savvy and belonged to the age group of 18-35.
Our objective was to shift the marketing strategy for this campaign to digital. The idea was the same, but the execution had to be in a digital format to connect with a younger audience.
Category: Brand Solutions
Since this had been an age old campaign for MRF, we had the challenge of bringing a fresh twist to the execution. We had to retain the core idea of the campaign while giving it a complete makeover for a younger and youthful audience.
MRF has been tracking the journey of monsoons and prepping its audience for the roads during the rains in Mumbai. Our big idea was to use Mumbai’s love for rains and go beyond a mere countdown to the monsoon. We decided to capture the journey of the South-West monsoon from Kerala to Mumbai through digital story-telling using videos, audio, photos and GIFs.
We planned to embark on the journey of the South-West monsoon and created a team of MRF wanderers who set out on an expedition to chase the rains through June all the way from Kerala to Mumbai. They captured the journey and various facets of the monsoon with live content in the form of photos and videos. The wanderers talked about food, nature, romance or any experience or emotion associated with the rains. The team poetically chronicled the journey of the monsoons for the MRF RainDay microsite. The audience could witness these stories on the microsite, make predictions, challenge MRF’s prediction and also engage through mini contests on social media.
This digital campaign breathed life into the MRF Rain Day property with an overwhelming response across media.
• The campaign achieved 2.8 Lac impressions across Mumbai
• The microsite received over 30,000 visits and the contest witnessed participation from over 2000 people
• Users shared over 200 photos capturing stories of the monsoon for mini contests
• Major digital news sharing sites took notice of the campaign and were generating conversations for the brand
• Various competitors even got down to ambushing the campaign, while major advertising gurus were busy discussing it on their personal social platforms
MRF Tyres was one of the title sponsors of the T20 World Cup 2016. Our objective was to launch the biggest ever advocacy program undertaken on digital; leverage the same in shifting brand awareness and preference for the NV series – a premium segment of bike tyres launched in recent years for riders with 150+ cc bikes.
Category: Brand Solutions
Our challenge was to engage bikers topically around cricket and find a creative way to put brand NV right in the middle of conversations during the T20. We had to work towards engaging with the TG across all touch points and woo them in the midst of an event where every other brand was jostling its way towards its audience.
We uncovered a key insight that the common denominator in the biking TG for the NV series and fans of T20 cricket was the constant need of thrill. At the intersection of these two communities we found a universe of about 5 million ‘Thrill Seekers’ who enjoyed speed in both biking and cricket. We used the T20 World Cup as the right time to connect with these riders through ‘Ride the Thrill’ campaign.
We launched a hunt for the ‘Best Thrill Riders’ at the start of the tournament through a focused influencer reach-out program and careful placement of innovative digital advertisements to capture the target audience’s attention. A biker anthem video dedicated to Team India was released to invite participation from bikers nationwide.
We launched a ‘Ride The Thrill’ app where these bikers could engage through content and innovative challenges that constantly tested their passion for biking and cricket. The app also acted as a platform for bikers to socialize with fellow bikers and post content to showcase their passion. We leveraged Virat Kohli and Shikhar Dhawan (MRF brand ambassadors) to create engaging posts and videos that motivated bikers to participate. We carefully handpicked MRF ambassadors out of the most active bikers during the campaign who were driven in a special ‘Thrill Bus’ to witness a World Cup match from special seats at the stadium, where they also appeared in a special video on the stadium screen. These ambassadors had an added responsibility to spread the word and get more bikers involved in the wave to participate in the daily challenges and win points. The biker with the maximum score won an amazing bike and the Top 20 riders were invited to become the champions of a new self-sustaining Biking Community “Ride Along with MRF” that was launched post the World Cup. This community was to become our pool of experience creators over a period of time. All the activity was easily feeding into the campaign through ready and engaging content.
The campaign managed to dominate the share of voice within the rider community as well as with cricket enthusiasts.
• We secured a reach of over 5 million with over 17 million impressions
• The campaign also saw close to 5.5 million downloads with around 12,000 daily users
• The ‘Ride the Thrill’ app was also featured in the top 5 sports apps on Google Play store
An independent post-campaign research for the brand was conducted by Nielsen which revealed:
• There was a 5% lift on the awareness scores for MRF, among those exposed to the campaign
• A significant 30% more of potential customers claim to buy MRF today, among those exposed to the campaign
• Scores on parameters like ‘Trustworthiness’ and ‘Innovation’ were significantly higher among those exposed to the campaign
MRF Tyres were looking at creating a one stop shop for a unique tyre shopping experience for their customers. They wanted a commercially viable program which focused on providing a seamless and quick transaction and experience platform.
Our objective was to build ‘premiumness’ of MRF through their Tyres & Service (T&S) centers and work towards transforming the tyre purchasing process into an experience rather than a boring errand. We did this through an e-commerce portal that allows buyers to book service appointments online and enjoy premium lounge services at the center. Post the launch of the pilot, we committed to help measure effectiveness of design, diagnose and fix problems, tweaking the design for better engagement, monitoring traction and conversions.
Category: Business Solutions
The business process did not lend itself to an off-the-shelf (plug-n-play ecommerce tool) platform and thus there was a need to build a platform tailor-made to the specific requirements of the brand. We emphasized that we are looking for an opportunity to partner with MRF where we could contribute as much to the thinking behind driving a commercially viable program, as much as to providing a smooth working transaction and experience platform.
Successful brands these days are looking at branding beyond simply making products and advertisements. They are prepping themselves culturally and technologically to create premium experiences for their customers, leading to an emergence of Brand as a Service (BaaS). We felt creating a unique brand experience had to be at the core of the e-commerce platform for MRF T&S.
We wanted to make the store-front experience of buying an MRF tyre easy and enjoyable with the help of an e-commerce platform.
The process started with a thorough business analysis and requirement gathering process that involved field visits to the tyre outlets and business units responsible for product distribution. The initial solution was proposed as a pilot to check the viability of the system and identify real-world gaps that would need to be addressed should the platform scale up nationally. Additionally, our goal with the media analysis was to reflect on product design which uncovered quite a few opportunities to lower cost of acquisition in future.
We documented all business processes related to the purchase, inventory and management of the T&S stores. We then worked on wireframes to share user journey for new and returning customers. Eventually, we implemented the e-commerce solution and took it live in all 9 stores of Pune. We strategized and concentrated on online/offline marketing efforts to drive traffic to the e-commerce website and increase visibility.
Lenovo partnered with YUWA- an NGO based out of Jharkhand that uses football to empower tribal girls in the state’s rural parts.
The goal was to showcase their exploits to the Lenovo target base & get them to help raise funds for a new school building at the YUWA premises.
Category: Brand Solutions
When it comes to sensitive causes such as this one, it’s easy to lose track of reality in an attempt to endear the cause to people.
The girls could not be portrayed as charity cases but as who they are in real life- Fearless, bold girls who move ever forward no matter what the odds facing them.
A real-time, unscripted documentary showcasing the YUWA girls’ journey all the way from Hutup to Spain, where the audience could script the ending by helping raise funds for a new YUWA school building. This was a departure from the usual way a cause is communicated since the story was being told as it happened.
Shot over 4 episodes, the journey of the YUWA girls had brand ambassador Ranbir Kapoor playing the role of storyteller, with all of his scenes unscripted.
Rather than having Ranbir just as a showpiece, we leveraged his movie and football connect (Ranbir is the co-owner of Mumbai City FC) and leaked trailers and 'Girls With Goals' movie posters to all his fan clubs on Facebook and Twitter to generate buzz.
We came up with the 'Kick For A Brick' challenge, where Ranbir and Indian Football Captain Sunil Chhetri challenged their fans to send in videos of them performing flicks and tricks. Every time a ball was kicked on social media, Lenovo responded by adding a brick to the YUWA girls' school.