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Marketing Featured South Asia

India’s ŠKODA AUTO taps into nostalgia for the ‘car in your heart’ with latest campaign

Mumbai, India — Automobile brand ŠKODA AUTO in India has unveiled its newest integrated campaign to promote the launch of its latest sedan, ŠKODA SLAVIA. The campaign was done in collaboration with advertising company Publicis Groupe.

Entitled ‘It’s All That Really Matters’, the campaign is built on the central thought – the car that’s in your heart is the car that really matters. The TVC traces the journey of the protagonist who has been creating his dream car since he was a toddler until he discovers the SLAVIA. Created with an impeccable balance of contemporary stylish design, stunning interiors, great performance and innovative technology, the SLAVIA breathes new air into the sedan market. The campaign is a part of ŠKODA AUTO’s 2.0 ethos of ‘Made of what really matters.’

Tarun Jha, head of marketing of ŠKODA AUTO India, said that they wanted to revive the decrease in the sedan segment and bring back the love for sedans.

“ŠKODA SLAVIA, with its stunning design and class-leading features, is the perfect product that will create the desirability of owning the sedan. We tapped into a universal human insight that as a child the first car we imagine is a sedan and not any other body type. This love and fascination continue all our lives,” Jha said.

Simultaneously, Vikash Chemjong, national creative director of Publicis Worldwide India, spoke about the campaign, sharing, “With all that the SLAVIA had on offer – be it the space, the style, the power and the presence, it felt so right to say that it was the car that we always had in mind since we were kids. Without quite knowing it was the car we always wanted.”

The campaign will tap all essential channels for its nationwide launch, including a strong presence across national and regional television, print, outdoor, radio, digital and social media.

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Marketing Featured ANZ

WATCH: GMSV’s inaugural local campaign in ANZ

Australia – General Motors Specialty Vehicles (GMSV), the GM venture operating within Australia and New Zealand, has launched its inaugural locally produced campaign via performance marketing agency Reprise

The campaign called ‘That’s Boss’ introduces GMSV’s Chevrolet Silverado LT Trail Boss to the ANZ market, showcasing the ethos of ‘mateship’ and adventure which are key characteristics of Aussies and Kiwis.

The campaign’s 2-minute video, shot on location in Tasmania, creates a story of a few mates around a campfire reminiscing about the incredible things they’ve done during their day out and about, where their adventures are aided and abetted by the rugged off-roader vehicle.

Marcelo Andrade, national head of strategy for creative & content at Reprise, said the strategy was simply about telling a compelling story based on true and authentic people behavior to drive purchase intent.

Created with a humorous spin, friends in the ad look back on their energy-driven and scenic activities that have been both literally and figuratively done through Chevrolet Silverado LT Trail Boss such as a trip to the countryside, ‘fishing’, a ‘bike ride’, and flying a parachute.

“Key to the campaign is the idea that LT Trail Boss is for adventurers who aren’t afraid to cut their own path and ‘Live Big, Roll Strong’ showcased by the vehicle itself doing what it does best; from tackling rocky landscapes to traversing water crossings and towing heavy loads,” said Andrade.

Jodie Lennon, GMSV’s general manager for marketing, CX, and communications, said, “The campaign highlights a variety of vehicle attributes throughout the videos, always doing so with a liberal dose of humor to give the story a genuine feeling of reality and truth.”

She adds, “We think the humor, set against adventurous backdrops and rugged activities will really resonate with enthusiasts who will relate to the various ‘That’s Boss’ experiences.”

The campaign is the first work created and produced by Reprise since being named GMSV’s creative agency of record in ANZ earlier this year.

Launching last week, the 2’ ‘Hero’ video is supported by more than ten variations of 6”, 15”, 30’’, and 60” spots; a series of comic feature-led videos; digital banners; social posts, and a series of teaser videos, among others. The campaign will feature across social channels including Facebook, Instagram, and Youtube.

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Marketing Featured Southeast Asia

Maserati MY taps Aforemention to localize global campaign

Kuala Lumpur, Malaysia – Luxury automotive brand Maserati in Malaysia has tapped performance marketing agency Aforemention for a six-month remit. The agency has been tasked to localize its global ‘Brutal Beauty’ marketing campaign along with a slew of tactical executions.

‘Brutal Beauty’ is the global awareness campaign for the new Levante SUV in 2021 set by Maserati’s HQ in Modena, Italy. The campaign localized by the agency will be called ‘Momentum’, and speaking to MARKETECH APAC, a spokesperson from FOREFRONT, Aforemention’s parent company, shared that for the localization, additional assets will be introduced, featuring city skylines and local destinations to evoke a sense of ‘wanderlust’ and to occupy domestic travel moments.

In addition, Aforemention will be overseeing Maserati Malaysia’s social media accounts, including performance marketing duties such as social media ads and content strategy.

Darien Mah, founder of FOREFRONT Group, said that there is a growing need for automotive brands to establish a digital presence as more consumers are shifting towards a virtual car-buying experience, with most of the decision-making moments happening online.

“We are honored and excited to ride with Maserati Malaysia along with this digital momentum,” said Mah. 

The agency shared that the campaign ‘Momentum’ has been made as a social-first platform that caters to automotive marketing trends that have been accelerated in the new normal. The concept of the campaign aims to incite optimism via the digital ads space, with creative assets that visualize the ‘resilience’ and ‘fighting’ spirit of Malaysians as the nation accelerates towards ‘brighter’ days. 

Jihan Malik, head of marketing and communications at Naza Italia, the importer of Maserati in Malaysia, commented that it is important to recognize and respond to rapid digital shifts in order to stay relevant. 

“With state borders reopening, being present is an opportunity to spread positivity amidst changing times. As such, working with an agency that shares our passion and understands our brand is key to effectively connecting with our audience,” Malik said. 

Sylvester Hiew, partner at Aforemention, remarked, “A partnership with one of the world’s top luxury automotive brands is an opportunity for us to reaffirm our commitment to deliver effectiveness-driven marketing solutions.”

At the start of the year, FOREFRONT was also the one who unveiled the first virtual launch of automotive brand Hyundai in Malaysia, to showcase its car models ‘Kona’ and ‘Sonata’.

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Marketing Featured Global

Audi’s new ‘Skysphere’ concept to make its official virtual launch

Singapore – The automobile giant based in Germany, Audi, has just announced that it will be virtually launching its ‘Skysphere’ concept, the brand’s first member of its new family of three concept cars, at the ‘Celebration of Progress’ online broadcast, which will be held on 11 August 2021 at 1:00 am SGT across Audi’s social media pages. 

According to Audi, the new ‘Skysphere’ concept’s electric-powered, convertible roadster reveals what the future holds for the brand’s design, while its interior is an interactive space, and the vehicle is an experienced device itself – embedded into a digital ecosystem.

During the online broadcast, Hildegard Wortmann, the board of management member for sales and marketing at AUDI AG, will be providing a look at how Audi is driving the brand’s transformation and shaping the world of premium mobility. 

Meanwhile, Henrik Wenders, Audi Brand’s head, will be explaining the focus on the interior concept and the holistic digital ecosystem for a new onboard vehicle experience. 

And lastly, Audi Designer, Gael Buzyn, will be offering insights into the design process and explain the details of the Audi ‘Skysphere’ concept at the world premiere from the company’s recently opened design studio in Malibu.

The ‘Celebration of Progress’ online broadcast will be running in several channels, namely, progress.audi, Audi YouTube channels, and The AUDI AG LinkedIn page, as well as Audi China channels.

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Marketing Featured Southeast Asia

Porsche’s new concept store in Vietnam to include art exhibitions

Hanoi, Vietnam – Global automotive brand Porsche has launched its newest retail concept, Porsche Studio, an open concept store, in Hanoi, Vietnam aimed at bringing contemporary ‘taste’ to its brand.

Veering away from the proverbial physical exhibits of the cars, the newly launched Porsche Studio exercised an innovation strategy in showcasing the brand’s products, adding art exhibitions and installations by local artists inside the store. The new concept store will also feature a configuration table – for individuals wishing to work through the list of vehicle options themselves, which can be used as a projection surface for viewing a configured vehicle in augmented reality. 

Porsche-Studio-Concept-Branch-Hanoi-Vietnam-Interior
One of the interior feature of Porsche Studio in Hanoi, Vietnam

Furthermore, the studio will also be used as an event space. The Porsche Destination Charging, a global charging network with AC-charging points installed at exclusive lifestyle locations, is also set to become part of the facility.

“The new Porsche Studio concept offers an easy way to immerse yourself in the Porsche brand. With these attractive touchpoints, visitors experience what Porsche is all about in relaxing and inviting surroundings. Within the next months and years, we will roll-out the thinking behind this concept across all our retail locations,” said Deniz Keskin, head of brand management and partnerships at Porsche.

Porsche-Studio-Concept-Branch-Tainan-City-Taiwan
The Porsche Studio branch in Taiwan

The Hanoi branch of the Porsche Studio was initially based on the recent launch of the same studio in Tainan City, Taiwan which featured the same ‘boutique-like’ experience Porsche Studio aims to portray to its customers. It is part of the automotive brand’s ‘Future Retail Strategy’, which aims to provide “hospitality and inspiration.” The stores have also been strategically located in city centres to be within convenient reach of customers and new target groups. 

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Marketing Featured ANZ

AnalogFolk centers “night time” on new spot for Hyundai AU

Sydney, Australia – Global digital creative agency AnalogFolk has created a new campaign via its Sydney arm, to launch Hyundai’s new N-Line sports package for the i30Sedan in Australia.

The 90-second launch film ‘After Dark’ takes an edgy and dark theme. The video features dream-like sequences with deconstructed nursery rhymes and rap performed by Australian talent.

The agency calls its latest creative endeavor as “taking a non-traditional approach to a traditional car.” The spot stars real people who are pursuing side hustles and passions outside of their day jobs.

AnalogFolk Executive Creative Director Richard Morgan said the campaign aims to capture the attention of people who have a quiet, innate sense of competitiveness and love the thrill of driving.

“Early on, we resolved that if you’re the sort of person who likes to curl up with a light Adam Sandler comedy on Netflix and an early night, then this isn’t the car, nor the spot for you,” said Morgan.

The agency said the car’s all-new virtual cockpit helped inspire the idea to set the campaign at night, when the car, like the characters who drive it, “light up and come alive.”

“The need to step outside of our comfort zone and overcome barriers – real or imagined – is something that our audience intuitively understands,” Morgan said.

“Setting the spot at night, when the senses are heightened and our hero characters are hard at work while most people are safely tucked up in bed, allowed us to interweave surprising, nocturnal elements in playful, non-
linear ways, using the urban landscape as a backdrop,” he added.

The campaign of 90-, 30-, and 15-second cutdowns are currently running, supported by online and out-of-home.