TRD – Rock v/s Road Challenge – To take the TRD experience to the next level, we worked closely with the planners and insights manager to identify that the most favorable purchases were towards Toyota 86 and FJ Cruisers. Therefore, to drive this interest, we proposed and successfully delivered the digital first experience to promote both the cars via a campaign microsite – Rock vs Road. We got on board top social influencers from Motoring Middle East and famous Radio Jockeys from Channel 4 team (Marwan & Eve). The campaign was delivered in 3 phases.
Teaser phase – We asked the users which cars the RJ’s would pick to drive and we opened the polls on social media and microsite, where users could participate and vote. (https://www.youtube.com/watch?v=_mwz2YI9Gbo)
Launch phase – Again through microsite and social media, users could track the progress of the 2 cars on desert and road, in real time.
Post launch phase – A professional video of the whole experience was shot and posted on the microsite and social media (https://www.youtube.com/watch?v=aB8zo5zwK_8) This website garnered so much traction that the showroom visits and test drives rose by 30%.
ROLE & RESPONSIBILITIES
February 22, 2016