Cardekho’s “Mr I Know” Scores On TV But Flops On Social Media

Online portal for cars, Cardekho has launched Mr I Know campaign during IPL 8. The TVCs speak about the portal but the digital execution is disappointing

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Cricket and Bollywood are the two age-old tried and tested tricks for marketers to reach out to the Indian audience. Cardekho, the online platform to buy and sell cars has taken the age-old route. After sponsoring Big Boss last year, the portal has brought back its know-it-all character, ‘Mr I Know’, for the IPL 2015 season.

With the objective to cement its leadership in the automobiles sector as a first-choice for all when it comes to information on cars, Cardekho has partnered with Linen Lintas for the campaign. To begin with the brand has launched three ad films that sees the character Mr I Know with his gang of friends watching cricket, continuing with his habit of cutting short a person’s sentence and finishing it with his own ‘uncalled for’ information.

The ad films that are running on TV during the ongoing IPL also talk about the portal’s new features that are unique only to the portal, such as Expert Review, Compare Cars and Verified Used Cars. For instance the 30 second TVC about Expert Reviews starts with an intense situation where guys are discussing about the outcome of a third umpire decision during a IPL match. In comes our Mr. I Know who shares his wisdom that the player is not out and interestingly it turns out to be true. The ad ends with Mr. I Know stating to only trust expert reviews like Cardekho which also takes expert reviews of all cars on its portal.

In addition to the three TVCs, the brand has launched two more 30 second videos today on Video Experience and Upcoming Cars. Like all the earlier videos the new ones are also promoting the features of Cardekho blended with the IPL madness.

“Be MR. I Know” Facebook contest

In addition to uploading the TVCs on YouTube and promoting on social media, the brand is running another tried and tested campaign on social media. The brand has chosen Facebook to run a contest for the campaign. However the idea is not to educate the digital audience about the portal but to increase mobile app downloads of Cardekho.

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The brand is asking simple questions to its fans about cars and in return fans get vouchers worth Rs.500. To make life easy for the fans, the answers are also listed on the mobile app. Download the app and win the voucher is the proposition that the brand is trying to sell to its fans on Facebook.

Lip service digital execution

Generally speaking, the brand objective remains the same even if the mediums are different. Looking at Cardekho’s TVC campaign it is right on the money. The videos not only blend with the IPL madness in the country but very smartly showcase the unique features of the portal. A good way to educate and create interest in the offline audience.

But the digital execution for the campaign is senseless. Even if the brand has decided that it isn’t looking to educate the online audience about its online portal, running a contest to spike up mobile downloads is just pointless.

Just because there is a cash incentive, no one is going to download a app. Besides the questions that have been asked can be also answered by a simple online search. For example: one of the question asked the number of colors that is available for Renault Duster. The answer lies on the web portal of Cardekho, why would someone download the mobile app?

The digital execution is a lip service and the brand should spend time in coming up with interesting ideas to convince a user to download the app, such pointless ideas of running contest won’t help. How about investing in content and spiking up downloads like TrulyMadly, mobile dating app has done.

Till then it is better not to rush such senseless ideas on digital, the digital consumer is really smart and won’t buy such ideas.