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case study: see how JK Tyre reached 6.1 million users across India with a geo-targeted, voice-enabled lingual mobile ad
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industry highlights
60%
of all automotive searches come from a mobile device
95%
of vehicle buyers use digital as a source of information
what JK Tyre wanted
promote its toughest and well-designed tyres – JETSTEEL JDE ++ and JET XTRA XLM
establish an emotional connection between how these tyres give drivers total control and how consumers should also take control of their lives in 2021
our solution
scroller + sticker
how
driving engagements for JK Tyre using innovative ad formats - scroller and sticker
integrating speech recognition technology to enable them to interact with the ad
leveraging geo- and lingual targeting to deliver a personalised and relevant ad to potential market segments
natively placing ads on premium content websites to give consumers a seamless experience
why
innovative way of promoting the product
ultra-engaging and memorable experience would leave a strong lasting impression
delivers competitive results, fulfilling the campaign objectives effectively
branding solution offered by mCanvas
execution
as consumers scrolls through premium mobile websites, mCanvas’ ad appeared on the screen, encouraging them to tap, to enter the full-screen ad experience.
the campaign featured the copy ‘You didn’t have control on the kind of load you would receive in 2020’ on a road-like textured background. It then transitioned to ‘But nevertheless, the wheels of your life kept moving forward.’
integrating speech recognition technology, consumers with Android phones were prompted to take control of their lives by tapping on the mic icon on the screen and saying, “Total control”. Alternatively, iOS consumers were encouraged to tap on the screen to take control of their lives.
the closing screen showcased product shots of the JETSTEEL JDE ++ and JET XTRA XLM, with relevant branding and key visuals. The CTA ‘Shop Now’ directed them to the brand’s website for more information on the tyres.
the same experience was replicated in Hindi and Tamil languages as well.
see the results for yourself
6.1 MN
2.2%
8.5 secs
campaign performance data
top 6 websites as per engagement rate
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