For a marketer, a launch is a crucial second to get proper. You possibly can’t do little; you shouldn’t do an excessive amount of. You must inform; you want to intrigue. You must make plenty of noise; you want to pay attention. It’s like cracking the right spice mix! We’re deep diving on a model launch that received their advertising and marketing spice combine good.
Royal Enfield’s launch of Hunter 350!
It’s the primary anniversary for Hunter 350, and the model has reportedly crossed a candy 200,000+ in gross sales in its first journey around the Solar. What made this launch so efficient?
Fairly a couple of advertising and marketing strikes.
The launch ticked all the appropriate packing containers from a advertising and marketing POV.
Rooted in consumer-insight:
From the product design to each small-big activation that adopted, the audience was on the coronary heart of all of it. It made the efforts significant and impactful – for the model and the viewers.
Revolutionary, actually:
Royal Enfield vroomed previous the trade norms for this launch! From artwork to music to extra, every activation was considerate and in contrast to the cookie-cutter method you typically see in product launches within the auto phase.
Model 🤝 product:
We see launches that efficiently inform in regards to the product. We see launches that efficiently create a desired model positioning. Royal Enfield managed to do each.
So, what did the model do? What made it work? Let’s dive in.
The technique
Hunter 350’s launch technique was targeted, intentional and purposeful. It hinged on two steps:
1. Perceive the TG
This seems like an apparent first step however in a world of blink-and-you-miss-it tendencies, it takes concerted effort to do that with sincerity. Within the auto class particularly, you typically might even see a twig and pray method with generic billboards and banners.
Royal Enfield selected to speculate behind understanding their GenZ viewers deeply earlier than it launched advertising and marketing rupees.
- The place do they spend time?
- What do they get pleasure from?
- What do they relate to?
- What’s aspirational to them?
They went past their class of auto, to know cultural themes that GenZ resonates with. The spotlight? This Grid of GenZ-ness!
2. Outfitted with this data, interact with the TG
That is the place Hunter 350 pushed the envelope. They launched advertising and marketing initiatives that:
- Reached GenZ of their pure habitat
- …after which made them actively interact with the product, as an alternative of simply being integrations for the sake of it
Take into consideration typical auto activations. Think about a larger-than-life activation in a mall for say a bike. It’s most probably only a bike positioned on a dais. Possibly, the dais is revolving! However that’s about it.
Royal Enfield noticed this sample and went – um that looks as if a waste, and no younger individual goes to care a couple of model like this… let’s do extra.
And extra they did.
Right here’s a deeper take a look at 7 activations that actually pushed the bar in how they related with Gen Z and made them interact with the product and model.
#1: Royal Enfield x Sneakin’ Out 2.0
Within the marketer’s quest to know GenZ, we grapple with many phrases and new lingo. Royal Enfield concluded that there’s one phrase that sums up GenZ greater than another: vibe hunters!
GenZ, actually, is all in regards to the vibe.
By partnering with Sneakin’ Out 2.0, Royal Area got down to match the vitality… and convey the vibe to them.
What did they do?
Sneakin’ Out 2.0 was India’s first multi-city, on-ground sneaker, streetwear, hip-hop targeted occasion executed by SoleSearch and Steppin Out.
Keep in mind the grid of GenZ-ness? Sneakin’ Out 2.0 introduced plenty of GenZ loves collectively in a single eclectic advertising and marketing occasion.
And Hunter 350 was entrance and heart of all of it.
- Quirky and enjoyable parts just like the Hunter 350 Filter
- A really vibe-y Vibe Hunter soundtrack
- Plus a ‘Vibe Wheel’ to offer folks the prospect to win merch
There have been numerous integrations that ensured that younger folks not solely had a good time on the occasion, but additionally that they registered the model in the appropriate context and ‘vibe’.
Why did this work, from a advertising and marketing pov?
It was an occasion synonymous with GenZ. It used issues that GenZ authentically loves, and constructed model love utilizing these constructing blocks. Sensible, and out of the field.
#2: Royal Enfield x Artists
Auto and Artwork? This ain’t a mixture you see on daily basis. Royal Enfield studied its viewers and realised that their goal group would resonate as a lot with bikes as with artwork. In any case, the frequent denominator is all issues road and elegance.
What did they do?
Collaborated with the long-lasting Santanu Hazarika and numerous upcoming younger artists to create some collectibles!
First up, Santanu created these limited-edition assortment of helmets. The genius element? This assortment was within the signature Hunter 350 colors! Insurgent Purple, Insurgent Blue, Insurgent Gray, the works.
It was completely different, it created pleasure and it put a highlight on each the product and the artwork!
Manufacturing Firm: Skaddosh Movies & Strawberry Movies
Producers: Sivanar Konar, Harsh Singhvi, Shraddha Singhvi
Director: Shaddha Singhvi
Cinematographer: Manish Shunty
Royal Enfield additionally tied up with 10 completely different artists to develop 10 customized, thematic sneakers.
Every artist was given a novel theme, and these collectibles have been placed on show at an exhibition in Delhi. A intelligent strategy to entice the artwork in addition to the sneaker neighborhood.
Folks noticed it, cherished it and fairly quickly there was an natural buzz round it.
That is when Royal Enfield performed the right subsequent transfer. An public sale!
The model donated all of the proceeds from the public sale to ArtReach India, an NGO devoted to marginalized communities.
Why did this work, from a advertising and marketing pov?
The distinctive sneaker designs signify the youthful free spirit: the need to face out, even in common day-to-day actions.
By tapping into the creative world, Royal Enfield aimed to do one thing automotive producers don’t often do.
Gen-Z loves:
Artwork? Sure.
Sneakers? Sure.
However what younger folks additionally actually search for are manufacturers with a much bigger function.
And this activation did simply that.
#3: Royal Enfield x Born On Instagram
Leveraging creators for amplification is just about 101 proper now. However, Royal Enfield took it up a notch with how they labored with creators
What did they do?
Royal Enfield partnered with Meta’s ‘Born On Instagram’ programme aka a hub empowering creators throughout India.
Utilizing this initiative, the model was capable of work with younger content material creators to carry out the options of the Hunter 350… however in Gen-Z type.
Every collab spoke within the OG creator voice, and weaved within the product’s USP. For GenZ, by GenZ!
Why did this work, from a advertising and marketing pov?
What higher strategy to talk the dynamic and youthful vibe of Hunter 350, than by dynamic, younger voices?
With 43 influencers throughout 11 cities, the programme gave the model scale in addition to area of interest pockets of affect.
#4: Royal Enfield x Josh
This was a particular one in how strategically efficient it was. A collaboration that empowered the model to take Hunter 350 to a wider viewers, which was to this point not participating with Royal Enfield’s portfolio in any respect.
What did they do?
Royal Enfield partnered with Josh, the massively profitable short-video platform. The model didn’t simply repurpose their Instagram social technique for Josh. Contemporary content material, contemporary collabs to make a mark on a contemporary platform!
Why did this work, from a advertising and marketing pov?
Josh allowed Royal Enfield to succeed in Tier 2 and Tier 3 markets, whereas nonetheless retaining the GenZ focus. A sensible advertising and marketing initiative that exhibits that focused advertising and marketing when accomplished proper needn’t be limiting. It may well in actual fact open you as much as ‘comparable pockets’ in far off markets!
6 cities. 42 creators. And a complete lotta buzz!
#5: Royal Enfield x Superkicks
Royal Enfield studied its viewers, and cherry-picked who to collab with! Living proof.
What did they do?
To construct on Gen-Z’s love for sneakers and all issues genuine, they collab-ed with a retailer that could be a go-to for all sneakerheads: Superkicks.
Royal Enfield x Superkicks received the appropriate eyeballs, and caught them wide-eyed! Consciousness, verify. Positioning, verify.
Why did this work, from a advertising and marketing pov?
It positioned the Hunter 350 as a ‘luxurious streetwear’ product, given Superkicks’ area of interest for together with ‘evening luxe’ and fashion-forward manufacturers.
#6: Royal Enfield x Voot
With this activation, Royal Enfield took one thing Gen-Z loves and added a Hunter 350 spin to it: OTT content material.
What did they do?
They created ‘The Vibe Hunters’, an interactive internet collection. The model understood the genres and format their viewers resonates with, and created a storyline with relatable characters, with Hunter 350 weaved into the combo!
Why did this work, from a advertising and marketing pov?
This was a powerful transfer to be relatable as a model within the digital period. Content material advertising and marketing is clearly huge, and the model did a very good job to leverage it. A candy 18.8 mn+ views throughout Voot, YouTube, and MTV, and a completion fee of over 56% on these platforms. Not unhealthy for a beginner within the OTT house, proper?
#7: Lastly – OOH innovation
Within the midst of all of the digital and content-led activations, Royal Enfield additionally leveraged the standard OOH house – however with a contemporary, enjoyable twist.
What did they do?
Created an enormous, like actually large, dwell motorbike show. Sure, actually and precisely that.
Why did this work, from a advertising and marketing pov?
Extra folks stopped to see the advert on the highway.
Extra folks started speaking about it.
And extra folks began sharing it on social media.
So that they mainly used an out of doors activation to get traction on-line. One of many billboard movies has garnered an natural attain of 1.8 mn views and 103k+ likes.
Royal Enfield understood the task, and even bagged a couple of prizes for this activation.
In abstract… the influence?
The outcomes communicate loud and clear.
