WORK

Mahindra New Zealand had a real challenge: introducing the brand to Kiwi audiences while getting people into dealerships to test drive the new XUV 3XO.

To get there, we put together a campaign that worked across multiple channels, spanning digital, outdoor, print and influencer, so we could build reach and drive performance at the same time. From the start, we set clear objectives: reach 69% of the 20–39 audience (with women 25–35 front and centre) and generate an average of 500 leads a month.

Meta did the heavy lifting on leads, giving us the scale we needed and the flexibility to keep testing creative as we went. Google Ads picked up people who were already searching and actively considering which represented a strong share of total leads. Programmatic display and digital billboards delivered full audience coverage, with remarketing doing the work of nudging people who'd already been exposed to the brand. Dealerships feedback indicated billboard activity was bringing people through the door.

Daisy Dagg came on board as a six-month ambassador, sharing monthly content on Instagram that gave the XUV 3XO a genuine, relatable face. It really helped Mahindra earn trust quickly in the New Zealand market.

From June through to February, the campaign delivered 3,089 leads while achieving full target audience coverage. Brand growth and real demand, achieved together.