Sign up for afaqs! Newsletters
Carzonrent.com: 'Myles' to go
The digital video campaign asked people about the travel plans they had missed in 2013, and if they wanted to fulfill those in the last week of the year.
Although it is common to sacrifice smaller joys and opportunities in the interest of bigger ones, one never really forgets them. Somewhere in the back of our minds, we repent losing out on the opportunity.
The campaign, designed by digital agency Please-See, means to promote the company's self-drive service brand, Myles.
Discussing the idea behind the campaign, Sakshi Vij, executive director, Carzonrent, says, "Since there were only few weekends left, we wanted to trigger, hear and understand what people want to do in these few weekends. Also we wanted to gauge how many have a road journey in plan. The objective behind this campaign was to explore the travel plans which customers strive for during their year-end holidays."
As per Vij, the detailed study for the campaign helped the brand understand the travel preferences of the customers. The campaign also facilitated insights on how to make self-drive service 'Myles' more attractive for road tourism and drill in the advantage of road travel over other forms of transport.
"Carzonrent through this campaign wants to promote road tourism in India and make people aware that there is so much the Indians can do in their last minute travel plans as well. The company wants to position Myles for those who are travel enthusiasts. The brand 'Myles' needed to be positioned as the car rental service which provides the customers the freedom to enjoy their travel in their own way," she adds.
The video was promoted through Carzonrent's social media channels and all services and customer base with mailers and SMSes.
In the first phase, brand Myles was launched in 10 cities across the country such as Delhi, Mumbai, Hyderabad, Chennai, Bengaluru, Jaipur, Chandigarh, Ahmedabad, Pune and Goa. Myles was meant to offer self drive services across a wide range of cars.
In September, the company had joined hands with Mahindra Group firm Mahindra Reva to provide users in New Delhi, Mumbai and Bengaluru self drive experience at a price of Rs 800 for 24 hours for e2o's.
Apart from Myles, Carzonrent currently operates in two verticals -- car rentals and radio taxis. Carzonrent is an Indian car rental company headquartered in New Delhi, India. Founded in 2000, Carzonrent operates a fleet of over 6,500 cars in India covering New Delhi, Mumbai, Bengaluru, Hyderabad, Ahmedabad, Chennai, Gurgaon, Jaipur, Kolkata, Noida, Pune, Ghaziabad and Faridabad.