Maruti Suzuki takes the gamification route to drive in the Ignis
Maruti Suzuki has been taking an unconventional route to drive in its latest brand – Ignis. These comprise the Ignis’ public launch via EDM concert to the none-of-a-kind Twitter activity – ‘Steal the Ignis’, where the gratification was none other than the Ignis itself.
Continuing with the same tradition, the brand has now come up with a unique idea for a test drive through the Ignis Drive Challenge. The brand has decided to promote Ignis in major cities of India, where people can test drive the car in a virtual environment with motion sensors placed on the cars and a big screen displaying the game play.
Nexa also designed an activity comprising 2 Ignis cars in a manner, serving as strikers to Air Hockey. In this live game played, Ignis cars serve as game controllers. Through this campaign, the contestants play the game of air hockey while sitting in the car and through dedicated sensors the movement of the cars is tracked and processed to be incorporated in the virtual game, displayed on the screen.
With its introduction in Delhi, the Ignis Drive Challenge has created a buzz among the youth. The brand plans on adding more cities and destinations to its list for the challenges, which will be posted on Nexa’s social media handles.
Speaking about the promotional activity, Sabuj Sen Gupta, National Creative Director, Hakuhodo Percept, said, “With the Ignis Drive Challenge, an old format of test drives was revamped to a more engaging and fun activity. The activity was a smart gamification to get potential customers to experience Ignis on ground and its features.”