TVS APACHE RTR STUNT MANIA
Brand: - TVS Apache RTR
Category: - Automobile (Two Wheelers)
Type: - PowerBike
Campaign: -Experiential and Activation
TVS Motors is a Leading two wheeler manufacturer having leadership in various segments across the different categories. TVS Motors aims to launch Apache RTR in segment of Power bike of above 200 cc category
Target Audiences: - Youth & young Professionals.
Geography: - MP , CG & Maharashtra
CampaignObjective: - To provide a real time user Experience of TVS apache RTR among the Targeted audience and position Apache RTR as a flagship brand in the Power Bike Segment.
Campaign Approach: - “STUNT MANIA”
Power Bike segment is highly competitive segment with the presence of different national and multinational brands competing closely to each other. The target audiences of the category is also highly versatile in nature driven by different traits and trends in urban geography. Through the campaign we want to create a connect with TG at their touch points and activate them through experiential exposure of the brand in the category of power bike.
“STUNT MANIA” was conceptualize to create a connect with the target Audiences through Stunt Biking competition among the different professional Stunt biker at the different Youth touch points in urban geography. Through the Stunt bike competition we had provided the real time adrenaline rush in the targeted category and positioned Apace RTR as a promising brand in Power Bike segment.
Modus Operandi: - Stunt Mania campaign was executed in Tier1 & Tier2 cities in MP, Chhattisgarh and Maharashtra at different youth touch points, in the selected cities we had screen different touch points for Stunt Biking competitions and administrative permission was taken from the administrative authority for conducting the event on the respective Locations.
Stunt Mania campaign is divided into phase
PromotionalPhase: - inthis phase,promotion of Stunt Mania event was done through Social Media, Print Media, PR, on Air Promotion, Road Show, Postering and bannering on different places of the cities. Through the different promotional mix venue and date of Event was promoted in the different cities as per the schedule of Stunt Mania
War Zone: - In this phase of campaign stunt riding competition was organized among the Stunt Bikers on the decided date and Venue in the respective cities. All the Stunt riding competation was organized in the branded arena done with Mojo barricading with Live rock Band.