Nexa wanted to create buzz for the new Maruti S-Cross Limited Edition, India’s first premium crossover. As the official partner for the Anil Kapoor-starrer ‘24’ Season 2, the actor was invited to the unveiling. In the series, Anil Kapoor’s character, Jai Singh Rathore drives an S-Cross and the brand needed to emphasize the same.
The event needed something extra to create awareness around the launch and a huge social buzz.
Spot. Click. Tweet. And get a chance to meet Anil Kapoor! This was the strategy that Grapes crafted to make the city of Delhi go crazy over the launch of the S-Cross. Spotting the S-Cross zooming through the streets of Delhi, much like what people would get to see in the television show ‘24′.
The idea was the replicate the same level of excitement and have the fans experience the same adrenaline rush, which they would, while watching Anil Kapoor outwit and out-speed the baddies driving the S-Cross in ‘24’.
Two S-Cross cars, which had the ‘24’ logo on them drove through the streets of Delhi and covered areas like GK, Saket, CP, Lajpat Nagar, Mandi House, India Gate and much more. The whole of Delhi participated in a thrilling contest in which they captured the car’s photo on their smartphones and tweeted about it using the hashtag #AnilKapoorinScross sending it @nexaexperience.
For the first time ever, they hosted a contest that was spread over the entire geographical area of Delhi.
To take the excitement to another level, they roped in Radio Mirchi to further promote the contest. RJ Naved, was driven around the city in the S-Cross for five hours. He interacted with people , hosted a live show and tweeted.
In order to replicate the success of the contest, they took the S-Cross across Noida and Gurgaon as well also tied up with Radio One to further boost the contest.
#AnilKapoorinScross simultaneously went viral on the streets of Delhi-NCR and online. Thousands of people got into a tweeting frenzy in hopes of meeting the super-star. The contest climaxed on the first day of the Auto Expo – 5th Feb, 2016. The winners got a chance to experience the S-Cross up close and shake hands with the Bollywood actor Anil Kapoor.
The campaign generated massive conversations on Twitter. With almost 17000 mentions on Twitter, the engagement rate shot by over 105%. The campaign trended for over 24 hours on Twitter and over 10 million people across India were exposed to the campaign and consequently to S-Cross.
By the time the campaign ended it had received close to 200 million impressions.