Team Yamaha is looking at making the most of the World Cup hype this season with an effective campaigning strategy focused around its stylish SZR model
A billion eyes glued to a single cricket ground, and an equal number of heartbeats pumping harder with every ball bowled. World Cup fever has set in alright and as countless Indian fans prepare for the battle ahead of Team India, it’s our beloved car and bike manufacturers who are working hard to use this hype for the strategic promotion of their offerings here in India.
Known for its constant pursuit in uplifting the spirit of biking in India, Yamaha Motor Pvt Lts has launched its first advertising campaign of the year 2011 centered around the Cricket World Cup. Revolving around its hugely popular SZ series of bikes the marketing mix by Yamaha talks about the core competencies of its SZ models.
The campaign is a national level campaign catering to regional markets as well including south, west and east India. The target consumer is essentially 24 yrs & above from SEC A/B and preferably male. A TV Commercial showcasing Yamaha Brand Ambassador and Bollywood Star John Abraham praising Yamaha’s latest sporty looking SZ-R motorcycle is one of many ways in which Yamaha has used the World Cup frenzy to showcase its bikes and throw some light on their special features.
On TV, the company has also tied up with India TV where the YBR 110 campaign is being showcased and ZEE where the SZ-R campaign is being featured taking the prime properties on World Cup.
The digital space being one of the most lucrative places for promotions, Yamaha has tied up with Sports web sites where in they will be running online contests. Radio and print are also two mediums where the message will be conveyed with a difference.
The idea behind developing the complete advertising campaign was to generate mental engagement with the brand and desirable brand association, as well as introduce the recently launched SZ-R to potential target consumers.
