Auto Case Study

Royal Enfield takes communities on a ride

Objective

A premium multinational motorcycle manufacturer chose Mygate to enhance its market presence, engage with potential customers, and capture interest through a comprehensive test ride event in the societies.

Process

This was a phygital campaign, which included a notification informing the users about the test ride event in the society. 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

The campaign was performed in about 10 societies. Around 1 Lakh homes were targeted. There were around 10L impressions. The number of clicks was more than 20k.

About the brand

Royal Enfield is an Indian multinational motorcycle manufacturing company, headquartered in Chennai. The Royal Enfield brand, including its original English heritage, is the oldest global motorcycle brand in continuous production.

The company makes classic-looking motorcycles including the Royal Enfield Bullet, Classic 350, Royal Enfield Thunderbird, Meteor 350, Classic 500, Interceptor 650, Continental and many more. Royal Enfield also makes adventurous and offroading motorcycles like the Royal Enfield Himalayan.

Insights

Royal Enfield takes communities on a ride

Objective

One of the most popular multinational motorcycle manufacturers in India reached out to Mygate for better product visibility, and to generate more leads through a Phygital campaign.

The primary objective of the brand was to increase brand awareness, improve product visibility, generate more leads, and improve their store booking in Bangalore. For this, the brand wanted to run a phygital campaign which included a notice push (Mygate Pulse), and society test drives.

Process

Since the brand wanted a Phygital campaign, the first step of the campaign was to create a pre-buzz about the event. The campaign was location-specific, so the audience living in a certain radius of the brand’s physical store in Bangalore was sent push notifications to the Mygate users in Bangalore through Mygate Pulse, for the same. Through this, the audience was informed about the upcoming opportunity to take the brand’s vehicle for a test drive inside their society. The people who clicked the CTA button were registered as leads for the brand. The necessary permissions were taken from the managing committee to conduct the event in the societies. On the day of the event, the people who had opted for the test drive were assisted with it, inside the comfort of their society.

Result

The campaign was performed in about 10 societies. Around 1 Lakh homes were targeted. There were around 10L impressions. The number of clicks was more than 20k.

About the brand

Royal Enfield is an Indian multinational motorcycle manufacturing company, headquartered in Chennai. The Royal Enfield brand, including its original English heritage, is the oldest global motorcycle brand in continuous production.

The company makes classic-looking motorcycles including the Royal Enfield Bullet, Classic 350, Royal Enfield Thunderbird, Meteor 350, Classic 500, Interceptor 650, Continental and many more. Royal Enfield also makes adventurous and offroading motorcycles like the Royal Enfield Himalayan.

More Notes