Scorpio: Monetising brand love in age of near-zero spends for Scorpio

Scorpio, a car manufacturer, launched a campaign in India to measure the halo impact of all brands in the portfolio, maintain/grow sales with minimum investment and use decay/carry-over effect to stretch the limited investment over the entire year.

The objective

Passenger Vehicles & UV Segment, in 2019, was already facing one of the biggest declines in over two decades as rising uncertainties, BS6 implementation, difficult financing & economic slump. New high spender entrants such as Kia & MG Motors had already disrupted the market with high spends, large discounts. In 2020, Covid added rocket fuel to the already burning fire with auto sales along with the marketing budgets for the Auto industry dropping to zero overnight.

Amongst all this, Scorpio, the iconic brand, had limited budgets to achieve its objective of maintaining its sales & staving off the...

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