Wheeling Ather into societies for outreach
Objective
Ather chose Mygate to create brand awareness and generate more leads through their 360° phygital campaign. The major objectives included to enhance its market presence, engage with potential customers, and capture interest through a comprehensive test ride event in the societies.
Process
The brand ran a phygital campaign in four cities, Chennai, Bangalore, Raipur, and Ahmadabad. The users were sent a push notification informing the users about the test ride event in the society. The second push was sent on the day of the event to encourage the residents to come down and take the test drives. It served the dual purpose of creating a pre-buzz and generating the interest of the users. On the day of the event, the people who had opted were assisted with a test ride and more details of the bikes!
MyGate helped the brand curate societies based on pin-code which were closer to the brand’s showrooms.
Result
In about 6 months, more than 100 societies were reached, across Chennai, Bangalore, Raipur, and Gujarat. An average of 10 leads were generated per society. There were about 20 test drives per society.
About the brand
Ather Energy was started in 2013 by Tarun Mehta and Swapnil Jain, two engineering graduates straight out of college with the audacity to dream and challenge the well-established Internal Combustion Engine (ICE) and replace it with an electric drive.
Ather’s product offerings include the Ather 450X and Ather 450S, Public and Private charging Infrastructure, Accessories and Merch, and innovative ownership plans. They are also building a complete ecosystem for India’s electric vehicles – powered by indigenous design and all locally manufactured.