Agency: TBWA Mumbai (2015)
What was the brief?
The brief was to talk about the new Micra CVT. To trigger interest in a product that is perceived as old, and unjustifiably expensive. To move it out from its tight niche audience to a larger customer base. And to attract Manual Transmission drivers to CVT as the smartest driving technology.
What did we do?
The Micra's CVT technology is essentially an advanced automatic gearbox that uses pulleys instead of gears. It made driving smoother and therefore a lot more fun. I believe car ads should have as much car in them as possible. But they need to be interesting as well. And make sure the benefit of the innovation is clear to anyone that watches it.
What was the brief?
The brief was to talk about the new Micra CVT. To trigger interest in a product that is perceived as old, and unjustifiably expensive. To move it out from its tight niche audience to a larger customer base. And to attract Manual Transmission drivers to CVT as the smartest driving technology.
What did we do?
The Micra's CVT technology is essentially an advanced automatic gearbox that uses pulleys instead of gears. It made driving smoother and therefore a lot more fun. I believe car ads should have as much car in them as possible. But they need to be interesting as well. And make sure the benefit of the innovation is clear to anyone that watches it.
The idea here was that driving could be fun again. Even when you're doing the most boring things. So I wrote a script about a guy who goes grocery shopping in a supermarket. But he does it in his car.
The film could have come out better, but it did increase sales of a 7 year-old car by almost 45%. So I'm happy.
It was a national TV, outdoor and print campaign.
