annual sales target met within four months of the brand being onboarded. The marketing strategy devised for the brand was done to strike a chord with the local people. Aspiration was the key theme. We carried forward the messaging across social media platforms and reflected the same over our paid media copies.
increase in social media engagement post two months of the platforms being managed at The Anatomy. Our social media marketing services were focussed on a singular objective – bookings. Since showrooms were off the charts, we ensured that users got to experience the car at its best – digitally.
increase in website traffic through social media. Globally, the website had a certain structure that had to be followed. However, since we wanted users to have an elevated experience of the car, we created a dedicated landing page rife with imagery and information. Social media was crucial in ensuring all eyes on the car.
increase in sales of other SKUs. The focus was the sale of the Skoda Rapid TSI. Its marketing won the dealership a lot of enquiries about the other cars in their garage. The team at the dealership made the most of the enquiries received. They were able to convert several enquiries into sales.
M.A.W Enterprises is a leading dealership of Skoda in Nepal. Even with six dealerships across the country, their market penetration was needed a shift in gears. The launch of a new car – the Skoda Rapid TSI was the perfect opportunity to bring the dealership on the highway to success. They were previously dependent on their Indian peer for their marketing collaterals. Mostly communication and creatives were repurposed and circulated. This time they wanted a change. The Anatomy won the account and the mandate to market the car was assigned to us. The brief was simple – generate enquiries for the Skoda Rapid TSi. They wanted to ensure maximum test drives of the car as they believed that once potential customers completed a test drive, a booking was only a matter of time. There was only one curveball that no one saw coming – COVID.
Nepal, like the rest of the world, went under complete lockdown. Since auto dealerships did not fall under essential services, they were not allowed to keep their showrooms open or organize test drives outside of them. The launch dates of the car could not be pushed and with no indication of when lockdowns would be lifted, everything had to be rethought. We took this up as a true opportunity to showcase the potential of digital marketing. We presented a three-prong approach – create an immersive landing page that would present the car in all its glory. Deliver an effective positioning for the car so that users would resonate with it. Target consumers across digital touchpoints to ensure recall. There were four platforms that were actively used in Nepal – Facebook, Instagram, LinkedIn and Twitter. All four platforms were used for marketing. Google was the dominant search engine and paid marketing was to happen.
The first call of order was the landing page – as all traffic was to be redirected here. Imagery dictated the landing page and ensured that users got to experience the car from all angles. The information about the car was presented to advocate the ease, superior features and comfort that it would offer over any other car in the same category. The social media content was planned like a test drive – first the looks of the car, second the features and specifications, followed by the – performance videos. Paid promotions too were carried out on both the Google Search and Display network. Ads were strategically placed on interest-based websites to ensure maximum conversions. The master stroke was testimonials that we recorded from customers driving other Skoda vehicles in Nepal. The messaging hit home – ‘During such trying times, we all need people to fall back on. With the Rapid TSI – we welcome you to the Skoda family!’
