2. Alto-Star
A small piece of information for all those who still don’t know that A-Star means Alto-Star. Suzuki A-Star is the next
generation Suzuki Alto. It is also known as the Suzuki Celerio or Nissan Pixo. December 2008, A-Star was launched in
India by the Indo-Japanese auto maker Maruti Suzuki. In India, the car has been in the news since the time it was on
the concept stands at Auto Shows mostly for the Indian connection in its design cues, and fuel efficiency.
Maruti Suzuki A-Star features a sporty-designer looks. It is equipped with state-of-the-art technology that promises
to deliver a wonderful driving experience. A Star houses a brand new KB series 998 cc engine under its hood that
delivers 67 PS @ 6200 rpm and an exceptionally good torque of 90 Nm @ 3500 rpms. If the technologic specification
is not enough the car promises to be the most fuel-efficient car in its category with an exceptional mileage of 20
kmpl.
marutisuzukiastar.com
3. Passive Broadcast & Useful Building Online
Awareness Registration
Observation Review Participation Relationships Collaboration
COMMUNITY ADOPTION PROCESS
4. Alto-Star
The A-Star is positioned as ideal car for the ambitious, daring and dynamic youngsters. This is a car for the young
individual who fall under the age bracket of 25-35 years. The car is a perfect match for the youth of India who
wanted something new, a trend setter, a potent, and a futuristic car which claims to thrill and the feeling of being
successful and invincible.
The car which was designed for the net generation had a killer online campaign. The launch of the car preceded by
an active online campaign which created buzz and arouse interest in the product. The campaign was divided into two
phase – pre launch and post launch.
Engagement property - Stop@Nothing’
5. Campaign
The objective of the pre-launch phase was to act like a teaser campaign to create buzz within the core TG and to
attract them for repeated visits up till the actual launch. The primary aim of the campaign was to connect with the
identified TG of the A-Star – male group ranging from 25 – 35 years of age.
The pre-launch site holstered 2 animated virals which caught the pulse of web browsers with its humour & style. The
virals were infused with witty themes, funny lines and funnier visuals. The virals took digs at classic Bollywood
through the times starting from Sholay to current hits. We can still watch tem at you tube. The other viral had star
kids in focus each resembling their respective celeb-father.
Source: twitter.com/suzukiastar, marutisuzukiastar.com
Engagement property - You tube
6. Campaign
The pre launch website was designed for the engagement with focus on stickiness. The prelaunch site had a grungy
design , a fun stress buster game, and it also ran a ‘Stop@Nothing’ contest. The creative them ‘Stop@Nothing’ is a
regular feature at the site . Maruti continued with the them after launch of the product and even today they use the
them to run various other campaign.
The objective of the post-launch phase was to create an online brand identity for the A-Star, attract the TG, provide
information, and other value added elements. The post launch campaign was more of the brand association
campaign.
Source: twitter.com/suzukiastar, marutisuzukiastar.com
Engagement property - Facebook
7. Campaign
The beginning of the post launch social media campaign was dramatically coincided with the website transforming
into the new features. The post launch website retained the grungy look and feel with a catchy track playing in the
background. As the product was unveiled the post launch website carries all the necessary info about the A-Star, the
technological prowess that went into its making and a remarkable inside-out showcase of the car. The new website
was more informative and also contained other useful tools like the dealer locator and an option to book a test drive.
Engagement property -Source: twitter.com/suzukiastar, marutisuzukiastar.com
Twitter
8. Measuring Community Health
Growth After an initial surge of registrations,
membership should continue to grow
steadily.
It can be increased with controversial Energy Content A steady infusion of useful content is
posts, unique social media content, essential to the health of a
and online contests. community.
The speed with which community Velocity Traffic traffic in a community is one of the
members respond to each other’s most frequently cited metrics for
posts is critical. community health.
Interactivity Interaction between participants is
one of the key reasons that online
communities exist.
Concepts described in “Community Health Index for Online Communities” posted by Lithium Technologies
9. Engagement property
Engagement property - ‘Stop@Nothing’
The contest - ‘Stop@Nothing’ was declared open which urged users to submit entries that stated how they ‘Stop @
Nothing’. It was a campaign designed to attitude shared with the much awaited Star!
The winners of the campign - ‘Stop@Nothing’ were presented with sporty Tissot watches and the pre launch phase
came to an end. The end of the prelaunch campign - ‘Stop@Nothing’ was not her end of the them. The post launch
website also has a fun zone aptly named the ‘Stop @ Nothing Zone’. This zone includes interesting games, a photo
gallery and the post launch contest which waved the grand prize of meeting with the latest sensation in the Indian
movie industry, Mr. Farhan Akthar. In recent times it campaign rockin party is just a click away .
The launch of the A-Star was also supported by the campign on You Tube, Facebook and Twitter. I would request you
visit them at respective social media and experience. The campaigns , though in my views, did not do great job at
these social media platforms. But definitely is a good start.
Source: bcwebwise, marutisuzukiastar.com
10. Engagement property
Campaign Elements
Campaign URL : www.marutisuzukiastar.com
Campaign Dates: Nov 08 – Jan 09
visitors : 4.7 lakh
Page Views: 23 lakh
Average Time Spent – 5.38 mins
Digital Media Used: Along with the viral marketing campaign, active promotions were done on Facebook, Twiter,
Youtube Videos, and banners ads campaign at the launch of the website.
Source: bcwebwise, marutisuzukiastar.com
