New Delhi
India’s leading carmaker, Maruti Suzuki India Limited has said that during Covid-19, its accelerated digital capabilities and partnership with Facebook has driven many industry-first initiatives to win customers.
Digital is at the centre of the
company’s strategies — be it customer acquisition, identifying customer needs,
generating leads or branding, marketing and the dealer business. Post Covid-19,
the company has seen an instant acceleration of digital share in the enquiries.
Today, digital is contributing to nearly 40% of the enquiries which has
steadily increased for MSIL over the years. During the lockdown period, the
company saw more than 45% of enquiries coming from digital channels, including
social media.
Maruti Suzuki collaborated with Facebook for the first ever virtual launch of NEXA S-Cross in August 2020 to deliver strong, virtual, consumer-first experiences in times of social distancing. The company in partnership with Facebook used Artificial Reality, mobile-first videos, AI-ML based chatbot, social media influencers, and interactive ads to drive impact during the launch.
The 360-degree campaign for the
new S-Cross petrol launch garnered over 1 lakh enquiries out of which around
30,000 were generated through digital. To help consumers to get an immersive
experience of the new, refined SUV from the comfort of their homes, a custom AR
filter was developed. The filter ensured that consumers get a complete virtual
tour of the new S-Cross petrol's aggressive exteriors, sophisticated interiors,
demonstrating the power of the new 1.5L petrol engine along with the new
features of the car.
Another digital innovation in
this campaign was the AI powered, machine-learning based Conversational Banner, through which users were able to
engage with the car as if having a one-to-one conversation.
Building further on the consumer experience, a Facebook chatbot was developed to help answer all user queries about the newly launched S-Cross Petrol detailing out its features, price, and offerings. Several such innovative formats were extended to other models as well to drive impact and connected experiences during the pandemic.
Source: Maruti Press Release
Image Source: Google Images
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