Zoomcar, a mobility platform out of India, has recently started up a TVC that was thought of and developed by Ogilvy India, focusing on Zoomcar's vehicle subscription platform, ZAP.
The new TVC captures the unique concept of ‘Buying a car is out, ZAP Subscribing is in’ and encourages buyers to get the best value-for-worth when it comes to anything on wheels.
The TVC caters to the new-age audience which believes in rent-not-buy-psyche and hence the core positioning of the campaign is based on the fact that you can now own a car without buying it. There’s an increasing trend on various kinds of subscriptions from films, music, furniture across the country with a larger consumer base shifting from complete ownership to access to hassle-free ownership. The film was shot in Aru Valley, Pahalgham, in Kashmir. It opens with a man thinking to propose his girlfriend but he is not sure of committing for life. So he proposes her for the next six months and the girl is also shown relieved and immediately says yes. The situation is compared to renting a car instead of buying it through ZAP Subscribing.
The TVC will run across 75+ channels on TV, besides digital (OTT platforms like Hotstar and Voot), outdoor, print, radio and other platforms. In a week, Zoomcar has seen a drastic uplift in website traffic by 40 times and the queries for subscription have almost jumped 10 times. The self-drive mobility leader allocated $20 million to its marketing efforts.
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