STRATEGIES FOR BOOSTING THE AUTO INDUSTRY IN THE RUSSIAN MARKET
In our comprehensive analysis titled “Exploring the Russian Car Market: Reviewing 2018 Results and Predicting 2019 Trends,” we have thoroughly examined the composition of the Russian car market and the vehicle preferences of its consumers. Undoubtedly, the Russian car market stands as one of the largest and most appealing in the global arena. With Russians displaying a keen interest in purchasing new cars, it becomes imperative for marketers to decipher the key factors that motivate both new entrants and experienced drivers. By identifying effective advertising strategies and leveraging human emotions, it is possible to enhance brand visibility, instill consumer trust, and ultimately drive car sales.
The Prototypical Russian Motorist
According to a survey conducted by the popular Russian service Avito.Auto, involving over 5,000 participants across the country, the typical Russian driver can be described as a 35-year-old employed family man with over 10 years of driving experience. Their vehicle of choice is usually a 10-year-old sedan, with Lada being the most common brand. These drivers frequently encounter traffic congestion on a daily basis. On average, they tend to replace their cars every five years and often aspire to own an off-road vehicle in the future.
Interestingly, the study revealed that men tend to change cars more frequently, with 21% of males opting for a new vehicle every 1-2 years compared to only 12% of females. Approximately one-fourth of Russians switch their cars every 4-5 years, while 23% do so once every 3 years.
The relationship between a car owner’s age and their preferred brand also intrigued experts from the AUTOSTAT analytic agency. In a separate study involving nearly 163,000 participants, it was discovered that the average age of car owners in Russia is 36 years. Among this age group, the most frequently mentioned brands were Mercedes, KIA, and Ford.
Interestingly, BMW and Infiniti owners were found to be the youngest, with an average age of 33 years. On the other hand, SsangYong and Great Wall owners were considered the “most mature,” with an average age of 41 years.
Strategies for Boosting Automotive Promotion in Russia: Insights from Leading Brands
When it comes to promoting a new car manufacturer or brand, it’s crucial to blend conventional advertising methods (both offline and online) with innovative approaches like creative projects, special initiatives, viral marketing, and experiential campaigns. We have curated a collection of captivating advertising campaigns executed by leading car manufacturers specifically for the Russian market. These cases showcase intriguing and noteworthy examples that demonstrate the power of combining traditional and unconventional advertising strategies.
Dongfeng Night: Establishing a New Car Brand
When it comes to launching a new car brand in the market, one of the key objectives is to establish initial connections with local dealers and ensure maximum reach to boost brand awareness. This was precisely the task entrusted to our agency by the management of Dongfeng Motor Corporation.
Having collaborated with Dongfeng Motor Corporation since 2014, Quarter Billion Agency Group agency has been instrumental in organizing events of various scales to promote the brand within the Russian market.
In 2018, a grand presentation show was orchestrated to introduce the dealers and audience to two new models, Dongfeng AX4 and Glory 580. The event boasted the participation of over 85 esteemed members from both the Chinese and Russian governments, along with influential business leaders. Additionally, nearly 30 renowned mass media outlets and 25 top bloggers were in attendance.
The show garnered extensive media coverage, including numerous publications, television interviews, and fruitful client negotiations. Over the course of four years, our efforts have aided Dongfeng in solidifying its presence in the Russian market, forging significant contracts, and elevating brand awareness to new heights.
KIA Motors and the Passion for Football
What captures the hearts of Russian men? The answer lies in the perfect blend of beautiful cars and captivating football, a connection that KIA Motors Russia leverages for its promotional marketing endeavors.
The impact of football in KIA Motors’ marketing efforts is evident through their social media contest #Автоголчеллендж (Rus. #OwnGoalChallenge), which generated over 300 posts on VK and Instagram, primarily consisting of user-generated content in the form of videos. These videos showcase users attempting to score goals into the trunk of a KIA car in various creative ways. The enticing prize for participants was tickets to the final of the UEFA Europa League.
KIA’s commitment to football extends beyond social media contests. In the spring of 2019, as part of their social projects, KIA brought joy to children from children’s homes in Tomsk Oblast, the Republic of Karelia, and Ryazan. They generously provided full football equipment, including apparel, boots, and balls, for children’s competitions.
Furthermore, KIA Motors actively supports the ‘Young Referee’ competition, a traditional component of major FIFA world football events sponsored by KIA. The competition was first held globally in 2008, and Russia joined the project in 2012. The ‘Young Referee’ contest of 2017, endorsed by KIA, garnered significant interest from football enthusiasts. A total of 657 participants submitted their works, and 11 young referees were selected to officiate matches during the 2017 FIFA Confederations Cup.
Amarok Hero: Celebrating Masculinity and Promoting a Car Brand
The next case serves as a remarkable illustration of promoting a specific car brand within the Russian market. In 2017, Volkswagen introduced the Amarok Hero, an all-Russian masculinity contest, inviting Russian men to participate. The primary objective of this project was to enhance awareness of the Volkswagen Amarok and solidify its reputation as the ultimate symbol of masculinity.
The contest took place in 10 cities across Russia and featured thrilling off-road tests on challenging tracks using mobile machines.
Consequently, the campaign achieved a reach of 1.8 million users, effectively targeting 100% of the desired audience. The PR Value amounted to 5.5 million, and brand awareness experienced a remarkable growth of 130%. On Instagram alone, there are 966 posts featuring the hashtag #геройamarok (Rus. #amarokhero), the majority of which were generated by users.
In 2018, Volkswagen fine-tuned the project and carefully chose 100 participants for the online final stage. Subsequently, a final contest took place in close proximity to Moscow.
Mercedes-AMG GT R and Mobile Mini Game: A Tale of Car Brand Promotion
Another noteworthy example of car brand promotion hails from the renowned German manufacturer, Mercedes-Benz, who launched a campaign in Russia back in 2017 to showcase their latest creation, the Mercedes-AMG GT R. This engaging campaign, aptly dubbed “Some do sport cars. We let a beast out,” targeted individuals aged 25 and above.
The primary objective of this campaign was to bolster brand awareness. To achieve this goal, the campaign aimed to expand brand recognition, reach a wide audience, and gather an email database for an upcoming contest.
Digital promotion played a pivotal role in this endeavor, consisting of two distinct components. The premium element featured a captivating mini game, seamlessly integrated into Gameloft mobile games and the Mercedes landing page. To maximize its reach, the campaign also utilized media placement, with the video being showcased in Gameloft games and on YouTube.
The mini game, set on a meticulously recreated race track, allowed players to experience the exhilaration of driving the impressive Mercedes-AMG GT R. Their objective was to collect as many Mercedes logos as possible while navigating the track, with the top performers earning the chance to win tickets to the final DTM race in Moscow.
The results of this campaign were resoundingly successful, with over 500 thousand users being reached, over 13 thousand clicks recorded on the brand’s website, and nearly 3 thousand email addresses collected.
Conclusion
When it comes to promoting car brands and new models, don’t shy away from pushing boundaries and utilizing unconventional advertising tools and strategies. Dare to experiment with various promotion channels and formats. However, it’s crucial to keep in mind that communication should align with the overall brand positioning concept. In the automotive industry, the brand itself often plays a crucial role in influencing a buyer’s decision.
Are you considering promoting a car brand or model in the Russian market? Reach out to the experts at Quarter Billion Agency, and we’ll assist you in effectively connecting with Russian car enthusiasts.