Deliverables and notes:
-A digital-led launch campaign with a creative idea + articulation that directs the users to buy a ‘try a test ride’ of the Ather 450.
-All information around the bike and the brand @ www.atherenergy.com
-The campaign can pan across (but not limited to):
A campaign microsite
Social launch across multiple platforms
Display, Search, Video and Influencers
Content partnerships with video channels and auto-publishers like Team BHP and Automag forums.
Background: The automobile industry is in the midst of a huge technological disruption. Today, electric is the preferred choice because of its inherent efficiency that will shape urban commute and the cities of tomorrow. In parallel, the world around us is getting connected, enabling integration of devices and making our life experiences seamless. Intelligent vehicles will revolutionise our commute experience in the future and Ather 450 stands at the cusp of this exciting reality.
Current Belief: I’m looking for a quick and dependable way to commute around my city- that’s not via a cab or rickshaw. Buying a bike seems like the most convenient option but I’d love an eco-friendly way. I’ve considered electric bikes in the past but never got around to it because I don’t know how the nitty-gritties of it would work.
Brand Belief: Our lowest-hanging fruit are those who wish to buy an electric bike but are clueless about how to go about it. Letting them know how and why Ather 450 works for them at an everyday level, is all we believe we need to do. In fact, this needs to be a huge ‘FAQs campaign’ packaged into a launch! Getting them to try a test ride is our aim.
