There was a time when the traditional mediums like Print, Television, Radio, Hoardings, ruled the communications front. Then came the time where Social Networking became more important and brands started connecting with consumers through these instead. This networking has taken a step further, not just for auto brands but for each and every segment. Brands no longer use the traditional way of promoting themselves by talking about what’s unique but now rather the communications are dependent on how well can the brand connect with the consumers at a ground level. This is because they realize the importance of reminding the consumers at every single point in the day of their presence.
The trend of connecting at the ground level is not a new concept but now the ways are changing, with new methods like exploitation of the social networking sites like Facebook, Twitter along with popular sites like YouTube etc. It is through these that brands are now luring and encouraging the consumers to interact with them on a daily and personal basis. To cite a few examples from the recent times, from the auto industry, we have the Mercedes “Ask the Experts” on Twitter, Audi’s “vote to bring in the Audi S4 to India” and Q3 “Start Young Anthem” and most recently, Toyota’s “Waku-Doki Moments” which have used these ways to get involved with the consumers or rather, get the consumers to indulge in the brand practically and not just superficially.
The Audi Q3 “Start Young” campaign was launched to set the stage for Q3 before it came in. This activation campaign was led by the “This is our time” music video, starring John Abraham and musicians Mikey McCleary and Nikhil D'Souza. The lyrics of the video are such, the figures in the video are such that they attract the younger generation. The music video was not just to attract but along with it urged the youngsters to participate with the brand by uploading their own videos for Audi Q3. This contest ran till June 30th .
Following this was the Mercedes; “Ask the Experts” on Twitter where one could pose questions which would be answered by experts from the Mercedes Panel. This helped Mercedes-Benz build a personal rapport with its consumers. The same method was taken a step ahead by Volkswagen with their “Jetta TSI, test drive” on YouTube where one could ask any question related with Volkswagen Jetta TSI.
More recently a new campaign is being run by Toyota India where, Virat Kohli, one of the most popular Indian Cricketer of today’s time is playing the role of the brand endorser as well as luring the consumers to participate by sharing the “Waku Doki Moment” with them and the chosen few would receive merchandise from Toyota India.
All these campaigns are indicative of how the markets are changing drastically, they are no longer just consumer centric but they are completely dedicated to the consumers and the popularity of the campaign is completely dependent on the consumers themselves. In fact, each brand today is trying to find a brand endorser in every individual that they come in contact with.
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