On Ground Activity | Art Direction | Activation
On Ground Activity was made for Mahindra Quanto. I participated in this project as Art Director at Hungama Digital Services in 2012/13. As Art Director I was part of shoot which happened for videos and done design job for backdrop and standees for this activity, collaterals and social media work.
A Summary Statements
Mahindra was launching a new car in the market the Quanto, a compact new SUV and wanted to create buzz in the online as well as the offline space.
The activity aimed at engaging viewers with the brand and increasing product awareness.
Campaign Background and Marketing Objectives
The Mahindra Quanto is the first-ever compact SUV from M&M Auto, launched in Sept 2012. It is also the only compact-SUV on Indian roads.
The product design is compact and cute, and it is targeted at the young, adventurous, energetic urban consumer.
Launching in a highly competitive market, the Mahindra Quanto’s tagline was Live the Weekend Life.
The brand proposition was that the Quanto was versatile enough to create enjoyable ‘weekend’ moments every single day.
Campaign Strategy
The Unlock your Weekend activity was taken across malls in Mumbai, Hyderabad and Bangalore. Through the use of social media and on ground promotion, the Unlock Your Weekend experience was highlighted on digital.
The event was covered with video footage and photos capturing several delighted fans’ reactions.
Campaign Concept
To leverage the brand’s proposition ‘Live the Weekend Life’, we created a digital activation deployed across malls in 3 cities – Bangalore, Hyderabad and Mumbai. The digital activation was called Unlock Your Weekend Experience. The activity allowed people to use their own car keys (no matter which brand of car they drove) to Unlock an Experience on a video screen.
Campaign Execution
We used thematic Mahindra Quanto colours and storylines to emphasise the Weekend Life proposition.
A Quanto was shown on a screen and to ‘unlock’ it on screen; visitors were asked if they had a car key in their pocket. Anyone with a car key could participate. It didn't matter which brand of car they drove – from Maruti to Mercedes, BMW, Hyundai, Renault, Honda etc … any car key would do, to experience the Mahindra Quanto activity.
Visitors had to press the unlock button on their car keys while pointing the key at the screen.
Hidden behind the screen was a radio frequency receiver – we had programmed this box to read multiple radio frequencies, and translate them into a command on screen. This command would then play out various videos.
Lucky visitors would activate a surprise video – a gift box would tumble out of the Quanto – this meant the visitor had won himself/herself a Weekend getaway.
The MC then handed over high-value vouchers for things like a spa voucher or a shopping voucher, to these winners.
Campaign Result
The activity itself was so popular that it was re-purposed not only across three cities, but at all the prominent car and bike shows drawing attention to the new compact SUV.
Awards and Recognition
GOLD at ABBY AWARD 2013
SLIVER at ABBY AWARD 2013
SLIVER at PMAA 2013
Campaign Video