Maruti takes the radio route to sell WagonR Duo

Maruti Suzuki has gone for a unique campaign to lure customers towards its WagonR Duo. The car maker has roped in Big FM to kick off The WagonR Smart Hunt, a contest that will go both on-air and off-air with a WagonR message.

Maruti Wagon R Duo

According to Maruti Suzuki officials, the WagonR Duo has fetched a good response from consumers owing to its fuel efficiency and the option of switching between LPG and petrol. With a tie-up with Big FM being struck, the car maker now plans to lure more prospective buyers .

The WagonR Duo campaign activity will go on for a month on a national level and has been conceptualised by Big FM and Hakuhodo Percept. The contest is being promoted with OOH and on-ground activations at Cafe Coffee Day, Reliance Webworld and Bigfliks.com.

The concept has taken off following realization that radio is an acknowledged medium for such an initiative. By choosing this medium, the cmpany hopes to to give the consumer a package deal of radio interactivity, activation and BTL promotions. Through such a campaign, the car maker sees a rise in sales in the short term.

The campaign has been formulated in such a way that the contestants would be judged on their smartness. The activity revolves around themes like Smart Shopping, Smart Saving, Smart Parenting, Smart Grooming and Smart Driving. The contest has been positioned in a manner that individuals can take part in the contest both on-air and off-air by solving riddles and through smart impromptu speeches.

Besides the on-air activity, prospective buyers will also get a chance for a wild-card entry by test-driving a WagonR Duo. The event will get underway in cities such as Bangalore, Chennai, Hyderabad, Thiruvananthapuram, Delhi, Chandigarh, Kanpur, Jalandhar, Kolkata, Indore, Guwahati, Bhubaneshwar, Surat, Mumbai, Vadodara and Goa.