HomeMaruti Suzuki’s ARENAVerse: Reinforcing Its Digital Presence in the Metaverse

Maruti Suzuki’s ARENAVerse: Reinforcing Its Digital Presence in the Metaverse

Maruti Suzuki’s ARENAVerse campaign was a groundbreaking innovation that showed how brands could leverage immersive technologies to engage with their audience.

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Updated: May 9, 2023
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In today’s digital age, companies always seek new and innovative ways to connect with their audience.

Maruti Suzuki, one of India’s largest car manufacturers, recently launched ARENAVerse, an auto showroom in the Metaverse.

Maruti Suzuki’s introduction of ARENAVerse has established it as the second Indian brand to enter the Metaverse, following in the footsteps of Mahindra.

The Campaign–to Engage With Younger Audiences and Experience the Maruti Suzuki Brand 

Maruti Suzuki’s ARENAVerse campaign aimed to expand the company’s digital presence by entering the Metaverse.

The campaign involved creating a virtual showroom where customers could explore the latest cars and interact with the brand.

Maruti Suzuki’s in-house marketing team created the campaign, and the company collaborated with several partners to bring the project to life.

Maruti Suzuki ArenaVerse is a platform designed to offer users a highly immersive virtual experience with their vehicles.

The goal is to enhance the interactive and engaging nature of the retail experience for customers, who will have the opportunity to configure cars digitally and interact with sales representatives. 

Over 700 Maruti Suzuki Arena outlets across India have been outfitted with Virtual Reality (VR) devices to allow customers to access ArenaVerse.

The web version will also be available through the Maruti Suzuki Arena website.

Shashank Srivastava, Senior Executive Officer of Marketing & Sales at Maruti Suzuki India Limited, commented on the launch of ARENAVerse, stating,

“At Maruti Suzuki, we’ve taken steps to bolster our already robust digital presence to meet the needs of today’s customers.

We started our Metaverse journey with NEXAverse, which has been hugely successful, accounting for over 10,000 Grand Vitara bookings.

With ARENAVerse, we’ve taken our digital journey to the next level by introducing the country’s largest auto retail network, ARENA, to the Metaverse.

We aim to ensure our customers have personalized, dynamic digital experiences.”

The campaign’s purpose is to engage with younger audiences who spend more time in the virtual world and create a new and exciting way to experience the Maruti Suzuki brand.

The campaign aimed to attract potential buyers and increase the company’s brand awareness in the Metaverse.

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How Does This Differ From Other Campaigns the Company Has Done in the Past?

Maruti Suzuki has been known for its innovative marketing campaigns in the past.

However, the ARENAVerse launch was unique because it was the first time the company had entered the metaverse. The company has always been quick to adopt new technologies; this campaign was another example.

In the past, Maruti Suzuki has used various marketing strategies, such as influencer marketing, social media marketing, and experiential marketing, to reach its target audience.

However, the ARENAVerse campaign was a step beyond that. The company created a virtual showroom, which allowed customers to interact with the brand and products in an immersive way.

How Did the Campaign Perform?

The Maruti Suzuki campaign was successful. It has many visitors within the first three days of its launch. 

The platform’s interactive features include the ability to test-drive virtual cars, which attracted many customers who would not have been able to visit a physical showroom.

Here are reported the following results using marketing analysis:

  • The campaign generated many leads, which were later converted into sales.
  • The campaign increased Maruti Suzuki’s brand awareness and expands its presence in the Metaverse.
  • The platform has high user engagement.
  • The campaign achieved a higher cost per lead than other traditional digital marketing campaigns.

Industry experts also acknowledged the campaign’s success. Shridhar Sinha, CEO of Liminal, commented:

“The ARENAVerse campaign is a groundbreaking innovation in the automotive industry. It has shown how immersive technologies can drive brand engagement and sales.”

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What Could Maruti Suzuki Learn From Other Campaigns in the Metaverse?

The Arenverse campaign has impressive results generating many leads, increased brand awareness, and high user engagement.

By entering the Metaverse, Maruti Suzuki has reinforced its digital presence and created a new and exciting way for customers to experience its brand. 

However, Maruti Suzuki could learn more from other brand campaigns in the Metaverse.

Like Hyundai, which created Hyundai Mobility Adventure in Roblox, Ferrari partners with Fortnite to let players drive their own Ferrari virtually.

Or Renault, which built Industrial Metaverse to transform their industrial operation and reduce carbon emissions.

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