CASE STUDY: Indian two-wheeler brand TVS raises awareness in Indonesia

Background
The Jakarta Fair is a month-long event attended by more than 15 million people. It is regarded as a key event for two-wheeler brands to showcase products and generate sales.

New entrant TVS wanted an idea to drive traffic to its stall and ultimately break through the clutter in the already overcrowded Indonesian two-wheeler market.

Aim
The aim was to create a unique experience at the stall based on the TVS brand platform of 'Motor India. Qualitas Duniya' (World class quality two-wheelers from India).

The idea was to attract people to touch and feel the new TVS Apache bike while also establishing India as TVS' country of origin. Given that Bollywood is a popular genre in Indonesia, an experience was created where the prospects could get entertained Bollywood style and share their experience with friends through social media.

The objective was to sell 150 motorcycles (36 per cent more than 2011) and get at least 300 people to share their experience and create new fans for TVS on Facebook.

Execution
TVC and MEC Indonesia created one of the first augmented reality experiences in Indonesia.

As the customer sat on the Apache bike he would see a Bollywood heroine sitting behind him, flirting with him on the television screen. The actress would also dance around the customer and blow a kiss set to Bollywood music in the background.  

Pictures of the experience were taken automatically, which the customer could then upload to a Facebook account. A contest on Facebook awarded the picture with the most 'likes' with a TVS Apache.

Results
In the first three weeks, more than 375 customers posed with the bike, had pictures taken and uploaded to Facebook accounts.

The Apache Facebook Fan page grew from 3,000 to 16,700 fans. TVS has sold 178 motorcycles at the fair so far, 19 per cent above the targeted sales.