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Cockpit: The Case solution submitted by AnshumanSharma and Srinath.V.M from MICA About Cockpit: Nyper Motors Ltd. is a European car manufacturer, which specializes in making luxury sedans (price starts from USD 35,000). Nyper motors now wants to enter India, where they are planning to launch “Cockpit”, a hatchback, which they are aiming to sell at USD 16,000, thus tapping India’s youth segment. Cockpit will be a combination of luxury and thrill. Nyper has recently developed a fuel saving technology for their cars, which they are planning to plug in with Cockpit, thus making a perfect offering for Indian market. Nyper wants to release Cockpit in the annual AutoExpo event going to be organized in New Delhi, in two months from now. Before the event, Nyper wants to create demand amongst Indian youngsters without revealing the actual design of “Cockpit”, What Nyper is offering with “Cockpit”? - High on fuel saving, despite being a luxury hatchback, - The top speed of Cockpit is 250 km/h - First 100 cars will be having inbuilt GPS system coupled with prime accessories (free of cost) - First 10 buyers will be given a free of cost tour to Cockpit’s manufacturing plant in Germany, - People who buy cockpit, in the first two months of its launch, will be given 2 years service for free What Nyper wants in the marketing plan? - Nyper wants Cockpit should not be promoted as a car, but as an experience, - Apart from promoting on social media, Nyper wants to develop a mobile app for tapping young digital audience of India. What is “Feel the Moment”? Feel the Moment is the brand theme of cockpit, which focuses on a once in a lifetime experience. They want all their brand communication to reflect this idea. The Assignment: Nyper wants to create online conversations around “Cockpit” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position the car in their niche thereby challenging ri vals like BMW, Audi and others
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COCKPIT FEEL THE MOMENT
Silver OakMudra Institute of Communications, Ahmedabad
(MICA)
Srinath.V.MAnshuman Sharma
NYPER MOTORS•European car manufacturer, which specializes in
making luxury sedans
•Wants to enter India with “Cockpit”, a hatchback
•Recently developed a fuel saving technology for their cars, will be made available in Cockpit
•Planning to release Cockpit in the annual Auto Expo in New Delhi, in two months from now
COCKPIT: FEEL THE MOMENT•High on fuel saving
•The top speed of 250 km/h
•First 100 cars to have, free of cost, inbuilt GPS system
•First 10 buyers to visit German plant free of cost
•Buyers in first 60 days to get 2 years free service
Let’s Drive Through The
Campaign !
So What made us choose what we chose!
The Research
Research on fan pages of other automobiles companies in India
Research Social platforms on which our target group are more active
What aspects of the campaigns people are most receptive to
Research in form of an questionnaire to learn about customer’s knowledge on automobiles
The Playfields
•2nd largest social media platform.•Discoverability on google search is very high•Watch and share YouTube videos across groups using google Hangout
•Average age of facebook user is 25 years.•75% of them are male : our TG•More than 100 campaigns launched on facebook in 2012
•Wide presence of influencers•In the next six months, twitter will have 25000 Indians joining every day •Maximum used platform for sharing the latest buzz in the industry
•YouTube is the second largest search engine after google•There are over 1 billion unique monthly visitors•YouTube is the newer version of TV for Indian youth and our TG
The Game•Attributes of the care are shared•The TG then post their design based on their imagination•The most popular and the closest design wins a Cockpit
•Celebrities are offered a test drive every week•They tweet about their experience and increase the curiosity
•Exclusive commercials highlighting each of the attributes will be made•Commercials uploaded on the YouTube channel and shared across other platforms
The Game•Online fun quiz focusing on automobiles•Five questions a day for 60 days•One question exclusively on Nyper technologies•Top five luck winners per week get Auto Expo passes
•A 5 min video making contest on the theme ” Save Fuel”•Videos uploaded on the YouTube channel and shared across platforms•Top three popular videos get Auto Expo passes and gift vouchers
•Live google hangout sessions with Industry Experts •Top ten active participants of the other Cockpit campaigns will be invited every two weeks
Mr. COCKPIT the super hero, personifying the car , who solves all your automobile problems
He will be answering the issues faced by the users in their cars.
He will explain the whole solution in a very animated way (By video)
People can ask questions to him by following him on #MrCockpit. The answers for the most commonly asked questions will be shared across all the social platforms
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Mr.COCKPITThe Game
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TimelineAdvertisements – across 8 weeks
2 sets of commercials each having four ads will be shown across the platforms with one set each month
Quiz – everyday a set of 5 questions
Celebrity Tweet – Every week across 8 weeks
Graphic design contest – 5th and
6th week
“Save Fuel” contest – 3rd and
4th week
Mr. Cockpit – 2nd week onwards
Google hangout session – Every alternate week
for one day
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Mobile App
What is it
• Mobile app that will have the latest and necessary features that are appreciated by the TG
• The app will be available across android, i phone and blackberry platform
Attributes
• Nyper dealership locater
• Insurance/EMI calculator
• Traffic updates about the city
• Favorite route map• Fuel efficiency
calculator • Share your cockpit
updates on facebook and twitter
• History and making of cockpit
How to trigger
• 10 0 lucky winner will get cockpit merchandises and a chance to attend the auto expo event coming up in new Delhi.
Metrics
How Have we Fared?
Create a Rating System for the Social Engagement•It’s a smart way to measure the response to your efforts on Facebook, Twitter or any other social channel you’re using.
•When we post an update to the Page about the launch we get a bunch of likes on it.
•Likes show support and comments indicate a deeper interest but shares are most valuable because they move the update beyond your page
•Likes: 5 point each•Comments: 10 points each•Shares: 20 points each
Create similar point systems on any of the social channels you use• For example, on Twitter,10points for a reply and 20 points for a re tweet.
Thank You!
