General Motors India rolls out an aggressive marketing communication campaign for Chevrolet Spark
07 July 2008
Mumbai: General Motors India has rolled out an aggressive integrated marketing campaign revolving around its best-selling mini car, the Chevrolet Spark. This campaign revolves around a one-time, limited period special offer to prospective mini car buyers. The marketing communication strategy takes a holistic, 360 degree approach and encompasses print, electronic, radio, digital, outdoor, cinema, CRM, showroom support, direct marketing, mall display activity and rural activation.
This "carpet-bombing" Chevrolet Spark campaign follows GM India's announcement yesterday of a limited period offer for the Chevrolet Spark – the big little car is now available at an incredible starting price of Rs2.66 lakh (with airconditioning and ex-showroom, Delhi) and is targeted at bringing first-time car owners into the Chevrolet family.
''The blast we have planned is going to target our customers at every touch point across media. Through this campaign, we will ensure that each and every potential customer is addressed using every means of communication available to us today.
''Our initial arsenal includes 25,000 column centimetres of print, over 5,000 TV spots, 60,000 seconds of radio, 45,000 spots in cinemas and multiplexes, SMS blasts, printed and e-direct mailers, hoardings, in-mall displays and a comprehensive rural activation programme across 11 states that will involve a road show. Further activities are planned that will leverage cross-promotions with brands that have similar quality and value propositions for the customer,'' said Ankush Arora, vice president, sales, marketing and aftersales, GM India.
The special price is a result of improved localization of the Spark coming out of operational efficiencies due to increase in production volume. The Spark has received rave reviews from auto experts and consumers alike for its class-leading fuel efficiency, passenger comfort and refined performance.
''It therefore should not come as a surprise that the Spark has sold over 2 million units in over 100 markets since its launch. It has contributed to the strong base of 66 million satisfied Chevrolet customers around the world,'' added Ankush.