Brand Campaign -2014

Brand Core

ZigWheels is backed by a team of auto journalists and experts.

Through this expertise, we help consumer choose better and make an informed decision when it comes to automobiles.

Objective Position ZigWheels as the first reference point for

car and bike info.

Build awareness and recall

Campaign IDEA

ZigWheels Campaign for 2013 was focused towards strengthening its position as an authoritarian for automobiles

Building further on the concept:

The campaign for 2014 is focused towards showing how our expertise help consumers choose better.

Creative handle: “Love for automobiles”

Media Mix

Print- 100 cc first burst and 60 cc sustenance ads

Digital- Branding campaign on high impact sites and TIL Network

Radio- Four 15 sec radio spots and a contest integrated with the top radio shows in 4 key markets

Social- Facebook contest “Love for wheels”

On Ground- “ZigWheels wish wall- love for wheels”

TV- Aston bands and Break bumpers on Times drive

Print CreativeGeneric ad

Print creativeBuy and Sell

Print CreativeReviews & Comparisons

Print creativeExpert opinion

Print creativeDeals and discounts

Print creativeNew launches and Industry news etc.

Print creativeBuy pre owned cars

Print creativeSell used cars

Digital Banner creative

Radio spots15 sec

Deals and Discounts

Buy and Sell cars

Reviews and Road Tests

Latest News and Detailed Specifications

Click to play radio

Radio contest Radio contest integrated with one of the top radio shows in the city (FOC)

Target markets- Delhi, Mumbai, Chennai and Bangalore

Duration- 10 days (week days) 5-9pm band

Contest- “ZigWheels Auto expert”- If you think you know cars and bikes better then answer this simple question and win shopping vouchers

1. Contest build-up by the RJ at the beginning of the show- Encourage participation, explain the contest and glorify the gratification.

2. The RJ to ask simple question about automobiles, like “what’s full form of CC” in a car or bike engines.

3. The answer to be disclosed towards the end of the show with the winner

Delhi: Gaano ka Traffic Jam

with RJ Naved

Mumbai: Sunset Samosa

with RJ Suren and RJ Meera

Chennai: Freeya Vidu with

RJ Sha

Bangalore: Chill Madi with

RJ Games Bond

Social-Facebook contest

“Dream date with your dream car”

Get Driven around in your Dream car

Duration 14 days

Idea-

All of us have a dream car, ZigWheels ignites this dream of millions by giving them an opportunity to spend day with their dream car in person and also share the experience with two of their friends

Mechanics-

Contest to take place through an app on Facebook (Facebook delivers maximum reach than any other social platform)

Promotion and participation-

Encouraging participation through ZigWheels website, Emailer base of 1 million, Facebook fans, boost posts FB ads, twitter, Banner activity on TIL Network and e-mailer on Affiliate network.

Contest FlowStep 1

Step 3

Contest flow

Step 1 Step 2 Step 3 Step 4

After landing on the FB app, one has to

like ZigWheels through a like gate

Select their Dream Car from a drop

down List of cars “India”

Participate in contest to prove love for wheels

“maximum of 3 quizzes per day & 15 in total”

Share with their friends and add

points to your score

They add caption on why this car is

their Dream Car & Post it on their wall

Score Leader board is created

Take a Fun Quiz on Cars to score

points:

Random set of 100 questions linked to ZW’s, attempt max

in 1 min.

Top 10 scorers get shortlisted,

Best Tag lines Wins

Step 5 Step 6 Step 7 Step 8

Traffic & Social Footprints

User’s ‘Dream Car’ with which they want to spend a day along with the Tag line gets posted on users timeline

Each ‘Quiz’ score can be published on users timeline/ optional

User can further invite friends to participate. Refer friends to score more

Most “Loved Wheels’ digital cloud is created, this basically has Mini profiles of most popular cars in the contest.

Each car to have mini profiles with following:

-Top Articles from ZigWheels

-Show all friends who have selected this car along with the reason

-Buttons with Call To Action

Activation

“ZigWheels wish come true wall”- Ever dreamt about having a premium car at your disposal, well now is the chance to make that dream come true. “Get driven around in your dream car for a day”

Objective:

To showcase the website to a larger audience

Also, strengthen the fact that ZigWheels covers the largest range of cars with details

Create a viral effect around the brand and promote a parallel contest online

Activity flow

An led display screen will be placed strategically next the wall, this screen will be in the shape of a smart phone

ZigWheels app will be streamed on the display screen showcasing the diverse range of cars with their ornate details arranged accordingly on the portal

The participant will then write on a paper key their name, contact No. and email-ID with the Name of their most loved/desired car and plug it in the wall.

The sheets hence collected will be used to organize a Lucky Draw through which a selected few will be chosen to live their dream to have there dream car at their disposal for a day

Other prizes include iPad mini, shuffle and portable chargers.

We will also distribute free car stickers during the activity

Get answers to all your auto queries. Visit ZigWheels.com

TV – Times now(Aston band and Break Bumper)

Aston bands on “Times Drive” a popular auto show on times now

Break bumper (Opening, break and closing of the show)

Visit ZigWheels.com

New launches | Reviews |Comparisons

For detailed info on cars and bikes. Visit ZigWheels.com

For detailed comparison and reviews. Visit Zigwheels.com

Buying a new car, want experts’ opinion? Call 0-8010-888-888- ZigLine

Thanks

Nishant Jaiswal