A happily satisfied customer is the biggest brand ambassador. A well-known fact that specially brands in the service industry have used for years now. Automobiles is one such section where a genuine customer story goes a long way. Add digital and the reach amplifies for the brand message; Renault India is doing the same for its new version of the people mover, Lodgy.
Renault India, the European car brand has found success since the launch of its compact SUV Duster in mid-2012. In fact the success of its compact SUV has gone on to create a segment around itself, forcing competitors to take note.
The French major which is now eying a 5% market share by 2016, has expanded its offering in the market and has recently launched a new version of the Lodgy called the Stepway. The Stepway is the new flagship of Lodgy, the most expensive and the most distinctive. Priced at more than INR 12 lakh the two variants are spacious vehicles with features like touchscreen entertainment system, cruise control and rear AC vents for the passengers.
Getting into the next phase of growth, it wanted to communicate Renault’s message, which is passion for life. To do so the marketing team has walked the Bollywood way and roped in Ranbir Kapoor as its brand ambassador for growth. “Ranbir Kapoor embodies the brand’s traditions and portrays an unusual mix of class, talent, popularity and intelligence, which matches up to Renault’s legacy,” informed Sumit Sawhney, country CEO and Managing Director, Renault India Operation to Business Standard.
Looks like in the coming days Renault will reveal its latest TVC endorsed by the Bollywood heart throb who is having a bad time at the box office. Nevertheless he is still popular among his fans and so is still on the brand endorsement radar.
In addition to traditional modes of promotions for Lodgy, Renault has been quite aggressive on digital. Apart from the regular engagement, Renault did a massive blogger outreach program with 40 top bloggers of India who were given a first hand experience driving Lodgy and some great fun in Goa for 3 days.
Carrying forward the digital investments, the brand is now investing in creating video stories that shows how the car is changing its owners life. For instance, here is the story of Kulvinderpal Singh Setia from Sevaliya who tells how the car has changed his life.
The latest video story is about Narendrabhai Kotecha from Rajkot who got Lodgy as a gift from his wife on their 27th wedding anniversary. While the video showcases the joy of a happy Lodgy owner, Narendrabhai also describes some of his favourite features which makes the Lodgy an ideal car.
So far the brand has uploaded three such customer stories on its YouTube channel, simultaneously they are being shared on its Facebook and Twitter pages.
Video storytelling done right
Brands have started taking content on digital seriously, we have already seen how forward thinking brands are sharing real life stories on digital to connect with fans. Renault customer stories is another attempt in the same direction and it is a genuine effort. Unlike the Audi India’s #StartYoung where the message was bold but the storytelling was a half-hearted one; the brilliant stories were cut short to minute-long videos. Before you could know about the young achievers and their stories, the video is already showing the Q3 brand message.
Renault India has brilliant stories with a focus on local languages showing how the brand is being loved from various corners of India. The 2-minute videos share the joy of owning the car and the features that motivated them to go ahead and buy the car. With time the brand would be hoping to spike up the views, potential customers listening to such stories would be motivated enough to give a test ride, letting the brand and the product to do the rest and close the deal.
Automakers are trusting storytelling with videos. Ford, for the launch of its latest compact sedan Figo Aspire, kickstarted a campaign called “What Drives You?” The objective was to discover the aspirations driving modern India, much like the new sedan that reflects the needs of the young consumer.
And to discover what young India aspires for, Ford roped in Farhan Akhtar as an anchor to bring forth passionate stories of real life achievers. Here’s Farhan on a drive-by interview with Phanindra Sama who founded Redbus.in, the online bus booking site. The duo in a 3.5 minute video talk about what drove Phanindra to start Redbus and ends with Farhan inviting the viewer to share their own story.