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case study: see how JK Tyre reached 6.1 million users across India with a geo-targeted, voice-enabled lingual mobile ad

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brand

JK Tyre

campaign

JK Tyre - Total Control

vertical

automotive

solution

engagements

industry highlights

60%
of all automotive searches come from a mobile device

95%
of vehicle buyers use digital as a source of information

what JK Tyre wanted

the objective

promote its toughest and well-designed tyres – JETSTEEL JDE ++ and JET XTRA XLM

establish an emotional connection between how these tyres give drivers total control and how consumers should also take control of their lives in 2021

our solution
scroller + sticker

how
  • driving engagements for JK Tyre using innovative ad formats - scroller and sticker
  • integrating speech recognition technology to enable them to interact with the ad
  • leveraging geo- and lingual targeting to deliver a personalised and relevant ad to potential market segments
  • natively placing ads on premium content websites to give consumers a seamless experience
why
  • innovative way of promoting the product
  • ultra-engaging and memorable experience would leave a strong lasting impression
  • delivers competitive results, fulfilling the campaign objectives effectively

mCanvas’
branding solution

format

scroller + sticker

tech used

speech recognition

targeting

regional and lingual

campaign details

execution

  • as consumers scrolls through premium mobile websites, mCanvas’ ad appeared on the screen, encouraging them to tap, to enter the full-screen ad experience.
  • the campaign featured the copy ‘You didn’t have control on the kind of load you would receive in 2020’ on a road-like textured background. It then transitioned to ‘But nevertheless, the wheels of your life kept moving forward.’
  • integrating speech recognition technology, consumers with Android phones were prompted to take control of their lives by tapping on the mic icon on the screen and saying, “Total control”. Alternatively, iOS consumers were encouraged to tap on the screen to take control of their lives.
  • the closing screen showcased product shots of the JETSTEEL JDE ++ and JET XTRA XLM, with relevant branding and key visuals. The CTA ‘Shop Now’ directed them to the brand’s website for more information on the tyres.
  • the same experience was replicated in Hindi and Tamil languages as well.

results

reach

6.1 mn

users

CTR

2.2%*

avg. time spent

8.5

seconds

*11 times higher CTR as compared to the 0.20% industry average for standard mobile banners

top 6 websites as per engagement rate

Amit Gujral

Head of Marketing (CMO), JK Tyre

The interactive mobile ad broke all the norms to engage our customers with creative and meaningful storytelling while promoting our tyres. The voice-enabled ad successfully honed in the campaign messaging, empowering them to take control of their lives. Kudos to the mCanvas team for this exceptional mobile ad.

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