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Honda uses interactive mobile marketing to promote Jazz

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | August 13, 2009
Dakshin Honda, Honda's major dealer in Bengaluru, and TeliBrahma engage Bangaloreans with an interactive Honda Jazz

Imagine yourself walking across a crowded area in Bengaluru and spotting a Honda Jazz car saying 'To know more about Jazz, turn on your Bluetooth'. Recently, Dakshin Honda, Honda's major dealer in Bengaluru, provided this experience by putting a BluFi device in a Honda Jazz and taking it across the city.

Once the Bluetooth device in a mobile phone is activated, one can download Honda Jazz related rich media content such as videos, wallpapers and most importantly, the details of the dealer. The car will roam inside the city, mostly near residential areas, high footfall locations, corporate locations, colleges, parking spaces of malls and major shopping areas.

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The campaign, conceptualised and executed by TeliBrahma, a Bengaluru based mobile solutions company, started in July and will run for two more weeks. The target group for the car is allegedly not demography based but mindset based. It is targeted at consumers who have a youthful approach to life.

The BluFi network is being successfully used by leading brands around the world to deliver targeted, measurable and engaging communication to the target customer base. BluFi helps convert locations into BluFi zones (Bluetooth zones), which are robust mobile media networks that deliver rich mobile content, context based advertisements and location based services directly to the user's mobile.

TeliBrahma's BluFi network is present across Barista, McDonald's and Shopper's Stop outlets, shopping malls and stadiums across the country.

Suresh Narasimha, chief executive officer, TeliBrahma, tells afaqs!, "The content can be tailored according to the targeted market. For instance, in rural areas, religious content including 'aarti' ring tones and wallpapers of local deities are a big hit. Similarly, in the Honda Jazz campaign, the target group lives in a metro and therefore the content matches their tastes."

Sources from Honda confirm that Bengaluru is one of the most important markets for all Honda cars, including Honda Jazz, and is the third largest market in India after the NCR and Mumbai.

TeliBrahma claims to have received more than 12,000 downloads so far. The client will be charged a monthly rental for the BluFi device placed inside the car.

Dakshin Honda claims to have the largest dealership for Honda cars in South India. This dealership is a result of the collaboration between Honda Siel Cars India Limited (HSCI) and the PCH Group. HSCI's sales and distribution network spread across the country includes 106 facilities in 63 cities. HSCI dealerships are based on the "3S Facility" (Sales, Service, Spares) format, offering the complete range of services to its customers.

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