Vehicle Product Launch
THE CONTEXT
The introduction of the Bajaj RE 250 into the Nigerian market was borne out of the reason to re-positioned Bajaj Auto 3-W as the undisputed leader in the LMT sphere and restore its dwindling market share.
RE 250 is regarded as the game changer in the 3-W category due to second to none vehicle features making it the most durable and aesthetically pleasing 3-W vehicle in the driver/passenger comfort and style category.
OUR APPROACH
We developed series of communication build up leading up to the formal unveiling of the RE 250 to generate awareness and talkability ahead of the launch. Exploring creative ways using the vehicle features and its benefits to influence and drive purchase.
Signing Jay Jay Okocha as a Brand Ambassador to humanize and represent Bajaj Auto ultimately helped build trust and increase customer affinity. This also boosted sales significantly across markets in Nigeria.
The strategic partnership between Bajaj Auto and Stallion Motors helped deliver outstanding sales success across regions.
RESULTS ACHIEVED
Post RE 250 launch, Bajaj Auto market share grew significantly, overtaking TVS with 56% market share in Q4 2021 and by year end the brand attained a 46% market share overall.
Remarkably, in 6 months (post launch), Bajaj RE 250 hit the 10,000 mark of vehicle units sold. This helped to solidify the brand’s leadership positioning.
MARKET: Pan – Nigeria
EXECUTION CHANNELS : Deployed communication across various channels i.e TV, Radio, Digital, OOH ,PR and different on-ground activations and direct engagement with the target audience.
YEAR: 2020/2021
