Bajaj Auto

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Project Description

Over the years, TVS tricycles built product equivalence with Bajaj, based on this parity, the perception of TVS as a better tricycle option was the market trend. To reverse the narrative and also to build an undisputed product differentiation, Bajaj Auto produced a new vehicle product which was launched in Q1 2020. RE 250 is equipped with new vehicle features making it the most durable in the 3Wheeler category.

Year: 2021
Client: Bajaj Auto
Category: Marketing
Location: Nigeria
Area:
Budget:
Architect:

Bajaj RE 250 Product Launch

Over the years, TVS tricycles built product equivalence with Bajaj, based on this parity, the perception of TVS as a better tricycle option was the market trend. To reverse the narrative and also to build an undisputed product differentiation, Bajaj Auto produced a new vehicle product which was launched in Q1 2020. RE 250 is equipped with new vehicle features making it the most durable in the 3Wheeler category.

COMMUNICATION OBJECTIVES:

  • Clearly establish the functionality of RE 250 using the vehicle features and its benefits as key selling points and product differentiator.
  • Reinforce among target that Bajaj RE 250 is the best in the class of comfort and durability.
  • Strongly play up the superiority of Bajaj RE 250 (i.e durable, reliable, and rugged) by hinging on the innovative and second to none world-class vehicle features.

MEDIA CHANNELS:

Radio, POSM, OOH, and TVC only deployed via youtube (see shared link highlighted below for material)

Online Reference Materials – Launch PR

Daily Independent- https://independent.ng/stallion-targets-five-million-jobs-as-company-

Transportday- https://transportday.com.ng/bajaj-re-250-keke-nigeria/

Telegraph- https://www.newtelegraphng.com/bajaj-auto-launches-re-250-superkeke-in-nigeria/

Vanguard- https://www.vanguardngr.com/2020/11/bajaj-re250-superkeke-settles-in-nigeria/

 

Bajaj RE 250 Super Keke Rally

CAMPAIGN SUMMARY

The purpose of this brief was to come up with creative ways of GENERATING ENGAGEMENT and creating traction around the RE 250 product launch. The expectation was to drive excitement towards the show and also use this a medium to drive awareness for the new vehicle brand, its all-new ‘never seen” features such as the bigger engine capacity, the double front fork, and strong CV shaft, thereby encouraging trial and adoption.

Engagement/Execution

The rally will start from Lagos move around Nigeria on a set path across various towns and end at Lagos. The vehicle will make stopovers in various selected towns where the challenge is to hold and then proceed to another town till all towns are visited and the challenge held. Inauguration of the event done by Brand Ambassador- Austin Jay Jay Okocha.

CAMPAIGN OBJECTIVES

  • Improve Brand appeal and relatability to the target audience.
  • Increase the impact of the challenge and create a PR leg around it to boost visibility
  • Create awareness for the RE 250 and its superior vehicle features.
  • Promote the durability of the vehicle (through its bigger engine capacity and staying power)to the GOtv brand.

DEPLOYMENT CHANNELS – Digital amplification via bajaj social media handle| Onground engagement activations | Radio

Online Materials – Reference Links

Facebook – https://m.facebook.com/bajajkekenigeria/posts/310507827406171?locale2=sw_KE

Vanguard online- https://www.vanguardngr.com/2020/10/born-again-toughest-tricycle-in-nigeria-bajaj-keke-covers-5500km-in-27-cities/