TVS Motors launched RTR 310 Bikes through live commerce and achieved 3100% Return on Investment & $550k Lift in sales

The Challenge

The usual drill of a typical automobile purchase involves a showroom visit, test drive, online videos, and waiting for assistance.  Automobile brands get 1M+ website traffic, but engagement is <5%, with customers moving to YouTube and social media for more information. Challenged by the conventional buying process, TVS decided to shake things up. They turned to video commerce to:

• Foster direct and candid interaction with a wider audience
• Minimize churn and drop-offs at every stage

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Swirl Solution

Short Video

Snackable, short-form video content to generate buzz for the new RTR 310 bike launch and have viewers register for the livestream

Livestream Shopping

One host, millions of viewers, and a unique way to create awareness and open shop while keeping the audience entertained

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The Game Plan

To make the impossible possible, Swirl and TVS formed a two-part approach to generate buzz and promote the first-of-its-kind bike launch livestream. This included:

• Pre-event promotion and invitation
• Generate pre-bookings for the new bike
• To create a new interactive channel for automobile sales
• Using product experts or KOEs (Key Opinion Employees) to host the live show
• Post-event retargeting to gather data and predict trends

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The Execution

TVS embedded a horizontal short video teaser on its main impact website pages to give them an edge in the pre-launch campaign.

• The short video played in PIP mode across 6-7 high-traffic pages
• Clicking the CTA ‘Know More’ redirected customers to the product page with details
• Allowed people to register for the live show
• Offered the option to pre-book the bike

By leveraging short videos, TVS increased traffic, boosted time spent on the website, and generated pre-bookings even before the live show. On the day of the livestream, the CTA on the PIP video changed to ‘Pre-book Now’ and led people to a booking form. The livestream, featuring a blend of live hosting and pre-recorded content, was hosted by KOEs (Key Opinion Employees) Mr. Vimal Sambli - Business Head, and Mr. Bernard Heiming – CTO, accompanied by a recorded video from Mr. Sudarshan Venu – MD. After the lively presentation, the brand experts unveiled the bikes live on stage with riders introducing all the bike models.

The live show hosts captivated the audience with:

• Highlighting features of the new Apache bikes
• Promoting added merchandise, accessories, and
• maintenance offers
• Showing the bike design process
• Displaying pre-recorded driving demos emphasizing
• control and safety features
• Discussing brand successes and highlights
• Showcasing pre-recorded freestyle biking videos for
• the bikes' appealing vibe
• Talking about the qualities of their inspiration: the ideal rider
• Hosting a freestyle dance show

TVS Motors was awarded gold at India Digital Summit 2024 by IMAI under the category of "Innovation in E-Commerce.

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The Result

Of 201 bookings, 31 bookings, were generated through Swirl. The bike launch livestream garnered 47,042 mins of watch time and: