Bajaj Auto has come up with what it terms as its most expensive digital campaign for the new 2009 edition Pulsar 220 bike. Media2win is the creative and media agency. The 360-degree digital media campaign got underway on June 29, 2009 and will continue till the middle of August 2009. With a brand communication of ‘The Fastest Indian’, the Pulsar 220 DTS-i boasts of a top speed of 144 km/hr.
The 360 online campaign emcompasses all aspects of online and mobile marketing, which claims to have reached out to consumers in several ways. Besides digital, the campaign will be present in television, magazines, cinema and outdoor.
The 360 degree digital campaign includes both online and mobile, wherein the online space sees advertising on major portals, SEM, verticals for specialised content – Cricket, Gaming, Auto, Social Networking and UGC.
Bajaj Auto has worked with Media2win for their digital marketing requirements – web ad creatives, media planning and buying, search engine marketing, social media marketing and mobile advertising. Hungama also contributes to the creative development, that is, creation of microsites and web applications.
In an email interaction with exchange4media.com, Milind Bade, GM - Marketing, Bajaj Auto Ltd, said, “This indeed is Bajaj’s first 360 digital campaign using all digital touchpoints, that is, an engaging website, comprehensive digital media plan, engaging social media execution and mobile advertising. It is very important for a youth brand like Pulsar to go beyond conventional media channels to engage with our customer on a medium which is relevant. The digital medium is one such vehicle which enables us to reach out to the Pulsar consumer and engage him in our campaign. Incidentally, there is no slowdown in the two-wheeler market.”
Media2win has extended the campaign to social media by creating a fan page on Facebook, developing a widget (to check one’s Internet speed) and a game-based application (how fast can you go on The Fastest Indian) – all of which will be launched soon. In addition, posting of messages on related forums and communities across the web about the launch as well as the interactive applications is aimed to increase the buzz creation online. ‘The Fastest Indian’ is also present on Youtube.
In the mobile space, there is a WAP campaign that reaches potential customers via banners and drives traffic to a page which enables customers to click to call Bajaj for a test drive, SMS footer ads also urge customers to call for a test drive. And since the song in the TVC has become popular, the next step is to make available free downloads of the ringtone.
A microsite (www.p220thefastestindian.com) has been created by Hungama, which has all the features of the bike, ads, a funzone to download wallpapers and screensavers, etc. It also hosts other applications like a web conqueror, a widget in the shape of the P220 speedo to indicate download speeds, for a richer more engaging experience for the biking youth.
Highlighting the advantages that digital media has to offer, Bade said, “Our Pulsar TG spends a significant amount of time on the medium and that time spent is only growing. The medium is engaging and interactive. While every medium has its own advantages, digital has the additional capability to engage and involve the consumer. That engagement got proven with extremely promising results of this campaign. The website has managed to garner over five lakh pageviews with an average time spent of four minutes in a month. The rapidly growing Pulsar fan page on Facebook has almost 4,000 passionate fans in two weeks and they are actively contributing in all discussions. Our TV ad jingle has been converted into a ringtone and has over 10,000 downloads in two weeks.”
Bade stressed that digital would continue to be an integral part of the brand’s media plans whenever they had to target the digital savvy urban youth. Mobile as a medium would also be used to target a wider audience.