Product/Service:
CarDekho, a leading automotive platform in India, specializes in offering a wide array of quality used cars at affordable prices. It provides a seamless experience for buying and selling cars, complete with expert reviews, insurance, and finance options. Known for its user-friendly interface and commitment to transparency, CarDekho stands out for its trustworthy services, catering to a diverse customer base with varying automotive needs.
Objective :
With the “Sapna Re” campaign, CarDekho aimed to spotlight its unique proposition of offering quality used cars at affordable prices. Recognizing the growing demand for reliable and economically viable vehicle options, the campaign was strategically designed to reinforce CarDekho’s position as the go-to destination for quality used cars.
Target audience :
The campaign was strategically targeted towards premium, affluent, and digital-first audiences.
Geography:
The association with Disney+ Hotstar and targeting during live cricket matches suggest a pan-India reach.
Approach
The approach of the “Sapna Re” campaign by CarDekho was multifaceted, combining celebrity endorsement, emotional storytelling, and strategic media placement to reach and influence its target audience.
The campaign featured Bollywood actor Akshay Kumar, a prominent and trusted figure in India. His association with the campaign added credibility and appeal, especially among his vast fan base.
The 20-second video ad central to the campaign narrated a heartwarming story. This storytelling approach was designed to create an emotional connect with the audience, making the message more relatable and impactful.
CarDekho smartly utilized Disney+ Hotstar, a popular streaming platform in India, known for its affluent and digitally savvy user base. The campaign also targeted NCCS A & Connected TV audiences by placing mid-rolls during live cricket matches, a strategic move considering the massive following of cricket in India and the likelihood of reaching a wide, engaged audience.
The Objective of the Campaign
The primary objective of the “Sapna Re” campaign was to spotlight CarDekho’s offering of quality used cars at affordable prices. The campaign aimed to:
- Position CarDekho as the most trustworthy brand in the used car market.
- Raise awareness about the benefits of choosing CarDekho for purchasing used cars.
- Encourage the target audience to consider CarDekho as their first choice for buying used cars.
The Campaign’s Target Audience
The target audience for the “Sapna Re” campaign was:
- Focused on individuals with disposable income, capable of purchasing a car.
- Aimed at a digital-first audience, who are likely to engage with online platforms like Disney+ Hotstar and are influenced by digital advertising.
- Given the placement of ads during cricket matches, the campaign also targeted cricket fans, a significant segment in India.
Geography covered in the Campaign
- The use of a popular streaming platform like Disney+ Hotstar and the universal appeal of cricket in India suggest a nationwide reach.
- The campaign likely had a stronger presence in urban and semi-urban areas, where digital consumption, awareness of streaming services, and interest in cricket are typically higher.
Solution :
The “Sapna Re” campaign by CarDekho was a meticulously planned and executed strategy that combined several elements – celebrity endorsement, digital media leveraging, emotional storytelling, and targeted media placement. Let’s break down these components for a detailed understanding:
- Bollywood actor Akshay Kumar was chosen as the face of the campaign. His widespread appeal and reputation for trustworthiness mirrored the values CarDekho aimed to project. Having a high-profile celebrity not only grabbed immediate attention but also lent credibility to the campaign.
- Akshay Kumar featured in the main campaign video, which was pivotal in creating a narrative that resonated with the target audience. His presence was not just for star power, it was integrated into the storytelling to make the campaign relatable and inspiring.
- Partnering with Disney+ Hotstar was a strategic move. This platform is known for its diverse and premium content, attracting a wide range of audiences, including the campaign’s target demographic – affluent, digitally-savvy individuals.
- This platform’s extensive reach ensured that the campaign would be viewed by a large audience, maximizing visibility and impact.
- The campaign’s centerpiece was a 20-second video that went beyond just showcasing cars. It narratively connected with the viewers’ aspirations and dreams of owning a car, thus making it more than a commercial transaction. The storytelling approach was designed to evoke emotions and create a lasting impression.
- This approach helped in establishing an emotional connection with the audience, making the campaign more memorable and effective in positioning CarDekho as a trustworthy and desirable brand.
- The decision to air the campaign as mid-rolls during live cricket matches was a tactical one. Cricket, being a widely followed sport in India, ensured a high viewership and engagement level.
- The campaign specifically targeted the NCCS A (New Consumer Classification System) segment, which represents the more affluent section of society. Additionally, focusing on the Connected TV audience catered to a tech-savvy segment that is more likely to engage with online platforms for major purchases.
- The uplift in brand metrics–awareness, favorability, and purchase intent – was a direct result of the well-executed campaign. These metrics were likely tracked and analyzed to measure the campaign’s effectiveness, ensuring that the objectives were met.
Campaign Execution:
Results:
The “Sapna Re” campaign by CarDekho achieved remarkable results, significantly elevating the brand’s position in the competitive used car market. Firstly, the campaign realized a 24% uplift in aided awareness, indicating a substantial increase in the number of people who could recognize the CarDekho brand when prompted. This is a crucial achievement in a market crowded with competitors, as it signifies enhanced brand visibility and recall among the target audience. Additionally, there was a 14% increase in brand favorability, reflecting a positive shift in consumer perception towards CarDekho.
This improvement suggests that the campaign’s emotional resonance and effective storytelling, backed by a popular celebrity endorsement, successfully fostered a more favorable view of the brand. Perhaps most significantly, the campaign saw a 24% rise in purchase intent among the audience.
This metric is particularly vital as it directly correlates with potential sales. It implies that the campaign was not only successful in capturing the audience’s attention but also in persuading them of CarDekho’s value proposition, nudging them closer to making a purchase.
These combined results – increased brand awareness, improved favorability, and heightened purchase intent – indicate a successful campaign that has not only bolstered CarDekho’s immediate market position but has also laid a foundation for sustained growth and customer engagement in the future.
