Life is not always as planned. The roads could be even or have potholes. One cannot predict the next turn of events. But one can be well prepared to deal with the speed breakers and still enjoy the ride.
One such speed breaker for Delhiites came in the form of the Odd-Even rule, which started from the 1stof January. Odd numbered cars would be driven onodd days and even on even days. Simply put, one can take one’s car out only on alternate days. So alternatives of car-pooling, buses, bikes, and metros cropped up. But then, getting them wouldn’t be easy too.
This is where, Maruti Suzuki Ertiga, religiously following its core brand proposition of ‘Life takes many turns, LUV keeps us going’ hopped in to the rescue. It started a campaign by the name #EvenYourOdds on Twitter and executed it on-ground. The campaign aimed at strengthening the brand’s proposition by letting Delhiites go on even in life when the odds weren’t in favor.
It asked Twitteratis a new question every alternate day regarding the ruling, and the most creative answer was given a free LUV ride on the all new redesigned Maruti Suzuki Ertiga.The rides were scheduled according the winner’s choice of time and location and continued from 8 am to 8 pm for a few days. Bringing real-time engagement in the campaign, Twitteratis were asked to share their location, and basis the nearest Ertiga’s location, people were given free LUV rides too.
This ingenious marketing carried out by Maruti Suzuki Ertiga assisted the Delhiites during the time frame of the odd-even ruling. The hashtag #EvenYourOdds trended twice on Twitter nationally at the top position and garnered more than 16,800 mentions within a span of just 9 days. The campaign also created more than 1 lac engagements and 2.7 million impressions in the same time frame.
Stupendously crafted, curated, and executed this campaign set itself apart by successfully reiterating Maruti Suzuki Ertiga’s central value of ‘Life takes many turns, LUV keeps us going’.