Mahindra 86-110P Launch
Mahindra
Brazil
Introduction
Mahindra is the world’s number one tractor-selling brand. In India alone—the brand’s country of origin—Mahindra sells around 250,000 tractors per year.
After four years in the Brazilian market, the brand has experienced exponential growth—even in times of crisis and, moreover, during a pandemic. And that was precisely one of the greatest challenges of this project: how to present the brand’s latest launch to the Brazilian market while adhering to necessary pandemic safety protocols? This was a product launch that repositioned the brand, introducing a tractor with greater power and more advanced onboard technology than any other in its portfolio.
Even during the pandemic, it was clear that the purchase process took place not only in the physical dealership space, but also through digital communication between the brand, salespeople, influencers, and customers (the “mahindreiros”)—a journey that could happen without visiting a store or trade show booth.
The strategy was to leverage the relevance and reach of live streaming to meet this challenge. Live broadcasts were chosen as the ideal format to deliver the same informative, commercial, and emotional content to different audiences with different interests. In one unified delivery, the initiative combined information, sales, audience engagement, and the generation of proprietary branded content.
Development
The challenge of the project was to recreate the entire physical point-of-sale environment in an online setting—to create a “non-place” necessary for delivering a technical product presentation and sales experience, showcasing all the features of the Mahindra 86-110P with the dynamism of audiovisual resources and the interactivity only a digital environment can offer.
As the starting point, the project defined three distinct events to communicate the same brand message to different audiences: the dealership network, the specialized press, and the general public. The script included presenting the new tractor, sharing testimonials from “mahindreiros,” and surprising them with an exclusive song by the duo Fernando & Sorocaba.
CDA was responsible for the entire event concept—from naming to the campaign’s key visual—along with the rollout across multiple touchpoints and communication platforms, including Instagram, Facebook, YouTube, banners on industry portals, and the website.
Results
The result of all this dedication was a 64% increase in YouTube channel subscribers, 22% on Instagram, and 15% on Facebook—and, of course, a waiting list for the purchase of the new Mahindra 86-110P. Check!
