06 Aug Launching India’s first car election campaign for Datsun
Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.
- New car brand Datsun redi-GO was struggling due to low awareness and the dominance of long-established competitor Maruti Suzuki Alto.
- Datsun decided to target Risers – Indians who did not play by the rules and challenged cultural constructs to reach their life goals – positioning itself as the rebel and Alto as a car people chose by inertia.
- The #VOTEFORCHANGE campaign mimicked the phases of an election campaign, asking people to vote for either Datsun or Alto, through TV, online films, influencer programmes, polls on Twitter and Facebook, and at dealerships.
- Awareness of Datsun redi-GO went up from 39.2% to 48.5% and sales increased by 21%, leading to the brand obtaining a 7.7% share of the category.
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