India is the largest producer and second largest user of two-wheelers in the world. The market is dominated by long established and trusted players.
Piaggio, a new entrant to the market, needed the launch of their Aprilia 150 R product to cut through, initiate feedback and push test drives.
Posterscope India devised a campaign that married OOH, Digital and Mobile with a campaign that geo tagged 1000 locations nationally.
These were selected on the basis of their relevance to the target audiences’ travel patterns and mobile usage. As soon as they came within 1 mile of an Aprilia billboard a Facebook ad was pushed to their timeline page.
The results were great; 200,000 Facebook views; 28,000 likes; 1,388,200 OOH impressions all of which resulted in record bookings registered through their digital payment platform (paytm).