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Yamaha uses mobile to create buzz around new motorcycle

Yamaha turned to mobile marketing to promote the launch of its new FZ16 motorcycle in a multichannel mobile effort.

The company tapped mobile ad network mKhoj to provide a host of services such as strategy, designing, planning and execution. One of the main goals of the campaign was to engage consumers on mobile to drive higher brand equity.

"The objective was to popularize the motorcycle through information about it and position the bike as a ride for adventurous people," said Abhay Singhal, cofounder and vice president of global ad sales at mKhoj, in a blog post.

The FZ16 has a muscular look and is said to have redefined the 150cc bikes segment.

A mobile site was created for the Yamaha promotion and it lets users locate the nearest store and refer a friend.

MKhoj designed engaging content such as Yamaha wallpapers, videos of the bike, call to actions and testimonials from members who already have the bike to add credibility of the campaign. All this was available on the mobile site.

The mobile effort was meant to build brand recall through the communication of the features of the bike through credible sources.

The campaign targeted Indian consumers ages 18-35. Since mobile video is a favorite of this demographic, mKhoj used mobile to engage the audience.

The Yamaha campaign was designed in such a way that the messages and pictures positioned the bike as a bike for adventurous members.

MKhoj was responsible for the placement of ads on WAP sites that contained content such as lifestyle and entertainment, sports and news.

The campaign saw the viral element at its best.

Also, the engagement levels were high as there were more call to actions. This gave an insight that the consumers who are engaging with the brand are not only interested in the bike but are passionate about them.

A whopping 12 percent of consumers viewed testimonials by existing consumers and 7 percent responded on various call to actions.

Also, 30 percent of consumers downloaded flashy wallpapers and 9 percent registered for test drive at a local dealership. The campaign's overall click-through rate was 1.5 percent.

The campaign was a huge success, Mr. Singhal claimed.

"The target audience has once again reiterated the fact that videos are a huge rage in the mobile advertising industry and chances of members responding to brand advertisements are high when it comes to mobile advertising through videos," he said in the blog.

"As against the industry standards, the click-through-rate of 1.5 percent shows that the campaign worked exceptionally well for the brand," he said. "On an average, mKhoj found that consumer did spend about 75 to 90 seconds viewing five to six pages. This ensured good brand recall."