Way Forward With

Digital Marketing
Roadmap
● Scaling Batt Mobile’s social media properties and
forging a novel creative direction.

● Building an effective and relatable brand

communication that serves for a long term.

● Planning and executing innovative social media

marketing campaigns to -
○ Reach out to,
○ Engage with and
○ Facilitate app downloads & purchases.
Let’s Take a Ride To The UAE Car Market
 Passenger Car Market in the UAE

Car Sales Car Services

Current FY 13 AED 10.35 B

FY 20 153K
CAGR of 6%
FY 20 AED 15.7 B
FY 24 408K

Key Highlights

~3.5 Million cars in 53% of the cars are 7

541 cars / 1000 people
the UAE. years old or more.

~1.8 Million cars in the UAE are >7 years old requiring higher maintenance without contracts.

Glasgow Consulting Group Report - https://www.consultancy-me.com/news/4085/in-5-charts-uaes-new-passenger-car-sales-market

Frost & Sullivan - https://meconstructionnews.com/10740/abu-dhabi-vehicle-maintenance-market-to-hit-1-2bn-by-2020
 Car Services Market - Interpretations
● Fragmented market with
intense price competition.
● Contracts from Auto Dealers
are expensive but always get
first preference.
● Difficult to establish trust with
consumer.
Challenges
● Increased time sensitivity
towards running errands.
● Continued high dependence
on personal car for commuting.
● An accelerated shift to electric
vehicles.
● Changing trend from
“Corrective maintenance” to
“Preventive maintenance”.
Trends
● With social distancing
implications, car owners
sought for safer ways to
maintain their vehicles.
● The position of an all-
encompassing one stop car
services brand still remains
vacant.
● Immense scope of forward
and backward integration
with value added service.
Opportunities
 Competitive Landscape

● Franchisee
service centres
of car
manufacturers.

Car Dealerships Service centres On Demand Services

 Competitor Analysis
Brands/ Service My Fasttrack
BattMobile CAFU 800 Battery Dial A Battery Mysyara Carcility Open Bonnet Tybat
Attributes Car Emarat
Google Rating 4.9 2.2 4.9 4.8 4.4 3.5 4.2 4.7 4.8 5.0
Google Reviews 5082 184 3150 1342 337 493 520 101 32 1
Book via App
Google Play vs Mac App
store
Book via Web
Facebook Followers 14,542 54,682 22,182 198,888 5,505 14,160 20,755 17,153 1041 33
Instagram Followers 971 22,400 292 1,893 8,292 8,634 1,443 1,202 350 3518
YouTube Subscribers 155 2,500 57 55 17 9 1
Twitter Followers 0 3,984 271 761 23 73 784 81 15 1
170,21
LinkedIn Followers 195 1 174 3,843 710 1
WhatsApp Chat
No. of android app
100+ 500K+ 1K+ 10K+ 10K+ 1K+ 1K+
downloads
How Does BattMobile Fare Against The
Competition?
● Weaker brand recognition as ● 10 year long track record.
compared with other pan UAE
players. ● Wide customer base to engage
with.

● Little social interactions and ● Excellent rating and reviews all

engagement. across.

● Well established logistics &

service network.

● Multiple established service

categories to work with
dominance in on demand battery.
 Content Association Template

Service Focused Brand Focused

Emotion Focused
How Does BattMobile Want To Position Itself?

Delivering
Entertaining
Peace of Mind

Strong Positioning That Resonates with everyone

from Baby Boomers to Gen z
On The Ball
 Smart

Fast Paced
Hassle Free
Jovial
Friendly
 Who Is Our Target Audience?

Demographic
Profile
Male + UAE Lower to Upper English
18 - 45 Yrs
Female Residents Middle Class Speaking

● Car enthusiasts and lover.

Behavioural ● Moderate to High Digital Adoption.
Profile ● Interested in staying up to date with entertainment & lifestyle content.
● Follows English speaking influencers.
● Likes to stay organized and values personal time.
How & Where Do We Reach Them?

● Social Media Platforms mainly -

○ Instagram
○ Youtube
○ Twitter
○ Facebook
○ Tik Tok
○ Linkedin

● Leveraging a curated list of highly relatable and engaging

influencers.

● Paid Digital Media

● Using Digital PR to give our campaigns a boost.

What Do We Talk
To Them About?
A Communication Strategy that serves for a long term and can be adapted
for every step of our customer’s journey and evolving as the
brand experience grows.
Bringing The
Brand Alive In
Conversations
 • Relatable day to day stories with
exaggerated emotions.

• Swipe left stories showcasing a life of a

#Battchronicles
Batt Mobile consumer.

• Humorous & and graphically enhanced

photos.

• This content will be in the form of reels.

• Using our fleet of vehicles & service
Niche
team to recreate viral trends.
Content
• Dance moves, songs, famous dialogues
from movies, etc.
 • Focus on Current/Trending Topics
• Recreation of Famous Memes/ Reels
Moment
Marketing • Witty Tonality

• Content Creators from Fitness,

Lifestyle, Travel, adventure sports,
Influencer
gaming, etc.
Collabs
• Influencers with a global appeal.
 • Customer focused stories providing a
quick snapshot of the problem that
Customer
Stories the customer faced and how they
were rescued & delighted by
battmobile.

• Relevant, educational & informational

content.

• Covering cars, autoparts, maintenance, Batt-A-Fact

traffic rules, money saving ideas, etc.

• The content will be filtered to make it

relevant and not technical and unrelatable.
 • What's the one thing you never did to
What did you be successful?
not do to be • We can either stage it with our on
successful? customers or do it impromptu with
people on the streets of the UAE.

• Video based only

Services
• Playing with different cinematography &
screenplay tricks to create interesting aesthetic Focused
videos that talk about our services. Videos

• Drawing inspiration from CAFU.

 • Finding out one key social impact areas where the brand wants to
make an impact in a sustainable way.

Social • Setting up a mechanism to track and measure the impact of these

activities over a long term.
Responsibility
• Thinking of problems that connect with masses so that it helps us to
become relevant in their life therefore getting them to rally behind
our brand.
Driving
Engagement
 • Running weekly trivia about popular car
models across the country.
Gamifying User
• This or that, treasure hunts, how well do you
Experience
know your car, etc.
• Rewarding for participation with vouchers.

• Weekly trivia around cars, batteries, maintenance,

car wash, etc.

• We can even post pictures of latest cars and ask

people to guess its price. #Battrivia

• Users will be rewarded for participation with

vouchers.
 • Hosting giveaways and social media raffles
every month. Aiming to get more UGC,
Raffles &
augmented reach and grow our instagram
Giveaways
following.
• Gamifying posts with comment based racing to
create viral loop.

• Finding people on Instagram who have actively

engaged with our competitors posts.
Engage The
• Engaging with their posts, stores and reels and
reaching out to them via DMs. Competition’s
Followers
• There are high chances of these guys following our
page and helping us improve our reach.
User Generated
Content
 • Giving out a batman cape to our young
customers & asking them to pose in front of
#Battscued their car.
• On uploading this image on their instagram &
tagging us they get to keep the cape for free.

• Creating a fun and engaging filter for Batt Mobile.

• The users can be rewarded for using this filter and

posting on their instagram while tagging Batt Mobile
battmobile. Filter

• We can also create an AR game or a car

diagnostics filter using service by alivenow.in can
be used for the same.
Driving
Conversions
 • Integrating app download as part of our social
Seamless
games and raffles.
Integration of a
CTA for App • Initially people may download the app only for

Download the sake of rewards but as they get to know

more about the service, they might use it.

• Making offers and promotions available only via

app downloads.
Offers &
• We will also try to add a hook to restrict the user
Promotions
from uninstalling the app by adding reward points
or unlocking free services after certain usage.
 • Summers are here! And now our cars will start
acting up all of a sudden. Just so that you don't
ever get stranded on the road due to car
Direct DMs
problems, save our no. 80078278, even better
download our mobile app for quick assistance
and better offers.

• Give crazy out of this world offers on insta stories

but they will only be available for a very limited
time period. Flash Sales on
Stories
• We will repeat it every alternate day at different
times to include more people and also get them to
check our stories more frequently.
Nurturing Brand
Advocates
 • Calling our customers on their birthdays to wish
them and offer a free car diagnosis.
Free Car
• The free car diagnosis will be a cost factor but
Diagnosis on
can be used to offer other repair maintenance
Birthdays
and car wash services.
• We can special discount voucher.

• This award will go to the follower who has engaged

the most with our posts for the month. In terms of Follower Of
commenting, liking and tagging people. The Month

• We can offer free car wash as a reward. Award

*Referrals & loyalty program are a given.

 #Battscore

● Gamifying user experience while using the Battmobile app for

more rewards and incentives for getting social with us.

● Users will be asked to perform certain tasks such as writing a

google review, posting an image on Instagram, tagging people or
posting comments, etc.

● These tasks will be shown under the Battscore section in the app
and will get unlocked automatically after each service.

● Upon successful completion of these tasks the users will be

rewarded with mega discounts or free service vouchers. One
lucky winner every month could also earn upto 3 months of free
car wash or a staycation.
Launch
Campaigns
 Run Away From Your Problems

● Woman with a dead battery calls BMs customer care and ask what
should I do? The executive I want you to just run away and we’ll take
care of this.
● Husband & wife get into a fight….husband thinks of BMs add and
decides to run away from the problem instead of trying to solve it.
● Tell us about that one time when running away from your problem
actually helped.
● Influencer who is running away with a smile gets asked - why are you
running with such a big smile on your face? He says because of
BattMobile I can finally run away from my problems.
Who are they ? They are my car problems. Yes my car problems now
we can all run away from our car problems.
● Hey since when did you start running ? Since I found the reason to run
away? Run away from what ? From all my car problemssssss! How do
you do that? Call Battmobile Habibi!
They’ll take care of it ! And run away from all your problemssss!
● Habibi! Why so serious?
 Think Car. Think Us.
● Two people are talking in a restaurant. One of them mentions the word
car. And everyone else around pauses for a sec and starts saying
BattMobile in a certain way with a deep coarse batman like voice. Then
they go back to doing what they were.

● An influencer goes to a psychiatrist to get a words out of his head. The

word is BattMobile and he says that whenever he thinks of a car this word
keep playing in his head with a certain voice. The psychiatrist explain him
what is BattMobile and says that he can’t get it out of his head as when
you think of a car you are bound to think of BattMobile.

● Why would I leave my new car? oh so you wanna take it for washing once
every 4 days? Noo
You wanna take it for servicing once every 3 months ? Noo.
You wanna deal with your battery getting bust during summers? Noo.
Then leave it on us.
We’re BattMobile we got this?
Bought a car? Now leave it on us. Think Car. Think Us.
 Hook Up Your Car!

● We shows cars that are feeling lonely and not being cared for.

● Their owners feel bad about their cars and talk about specific
problems that they face. They wish only if their car had a life partner,
a companion who would be with it at every step of their journey.

● BattMobile makes an entry like a knight in a shining armour and

shows credibility to be that one most eligible bachelor.

● The most eligible bachelor in the UAE for your car. BattMobile
Influencer
Collaborations
 OBJECTIVES DURATION Target Audience LOCATIONS
Awareness , Engagement and 3 Months Predominantly Primary: UAE
conversion Male,
25-60 years old
Hamoody Bamby

Followers 368K

Country UAE

Ethnicity Emirati

Persona Lifestyle, content creator

Link to profile https://www.instagram.com/

hamoody_bamby/
Youseef Sayed

Followers 613K

Country UAE

Ethnicity Arab

Persona Lifestyle

Link to profile https://www.instagram.com

/youseefsaiid/
Amar Al Bawab

Followers 123K

Country UAE

Ethnicity Arab

Persona Lifestyle

Link to profile https://www.instagram.c

om/amaralbawab/
Ali Muhammed

Followers 41.2K

Country UAE

Ethnicity Asian

Persona Lifestyle

Link to profile https://www.instagram.co

m/aliimuhd/
Fahed Abu Salah

Followers 100K

Country UAE

Ethnicity Arab

Persona Cars, Automotive,

lifestyle

Link to profile https://www.instagram.

com/fahedabusalah/
Ayman Yaman

Followers 11.4K

Country UAE

Ethnicity Arab

Persona Cars, content creator

Link to profile https://www.instagr

am.com/ayman_ya
man/
Hamed Al Daour

Followers 24.9K

Country UAE

Ethnicity Arab

Persona Cars, automotive

Link to profile https://www.instagram.co

m/hamedaldaour/
 Media Plan Media Plan

No. of Influencers 10 No. of Influencers 2 Macro

3 Micro

Type of Influencer Micro Influencers

Type of Influencer Micro + Macro Influencers

No. of Followers 10,000 – 100,000

No. of Followers 100,000 – 200,000

Estimated reach for 10 50,000 – 100,000

micro influencers
Platforms Instagram

Platforms Instagram

Type of Content Stories + Videos

Type of Content Stories + Videos

Duration 1 month
Duration 1 month
Budget (estimated) 36,000 AED
Budget (estimated) 18,000 AED

Agency fee 15% Agency fee 10%

 Media Plan

No. of Influencers Unlimited

Type of Influencer Micro Influencers /

Beginners

No. of Followers 10,000 – 100,000

Platforms Instagram / Tik Tok

Type of Content Predominantly stories or

low production impromptu
video on Tik Tok
Duration 1 month

Influencer Fee Pure Barter

Agency fee USD 1500 / campaign

 Social Media Goals

20,000 Followers on 5% Avg. Monthly

Instagram Engagement Rate

1 Year

5,000 Followers on 5 Million views on

Twitter Youtube
 Business Goals

AED 3.6 million

50K + Mobile App addition to the topline
1 Year
Downloads from mobile app
business

*Assuming 5000 active users with an ARPU of AED 120 / month for 6 months
 Social Media Deliverable
No. Of Still Creatives /
Platforms No. Of Videos / month No. Of Short Videos / month No. Of Text Posts / month
month

Instagram 10 5 5 -

Facebook 10 5 5 -

You Tube - 5 - -

Twitter 10 5 - 10

Linkedin 10 5 - -

● Online Reputation ● Active Social Listening ● Organic & inorganic

Management follower growth.
● Complete Media
● 1 hour avg. response Management across all ● Photography &
time, 6 hours on platforms. Videography
weekends.
● End to end content ● Detailed Monthly
● Active Social Selling creation. reporting & analytics.
 Success is like gravity,
all it takes is a little push!

Thank You
Appendix
 Facebook Marketing Deliverables
Organic Growth Activities Inorganic Growth
Activities

● Complete platform management. ● Building marketing

● Activating all relevant features of the platform and keeping them updated. funnels.
● Activating messenger chat automation. ● Complete media
● Social Selling management.
● Managing all facebook business tools ● Facebook
● Managing Facebook groups business manager
● Sharing content and participating in Facebook groups for increased reach. setup and
● Social Listening management
● Actively engaging with followers and other complimenting business ● Customer journey
accounts. development
● Building and managing Facebook catalogs ● Creative designing
● Generating facebook reviews ● Analytics &
● Postings still creatives, videos and stories based on the pre decided Reporting
frequency. ● Follower ads
● Running Offers / Contests / Promotions.
● Using Facebook to build our email lists.
● Analytics & Reporting
 Instagram Marketing Deliverables
Organic Growth Activities Inorganic
Growth
Activities

● Complete platform management. Same as

● Activating all relevant features of the platform and keeping them updated. above
● Social Selling
● Social Listening
● Actively engaging with followers and other complimenting business accounts.
● Testing & deploying various trending methods for followers growth based on
Instagram’s evolving algorithms.
● Deploying strategies for building user-generated content.
● Following & regularly engaging with relevant accounts in our space.
● Hosting Insta lives
● Building guides
● Deploying strategies to reach Insta explore section and also make it to the SFY list
of other business accounts in the same space.
● Postings still creatives, videos and stories based on the pre decided frequency.
● Running Offers / Contests / Promotions.
● Using Facebook to build our email lists.
● Analytics & Reporting
 Youtube Marketing Deliverables

Organic Growth Activities Inorganic Growth Activities

● Developing the content for youtube videos. ● Deploying various forms

● Post-production, editing and client approval. of youtube ads based on
● Optimizing video tags and descriptions to increase products, categories,
viewership and indirectly benefit SEO. audience and customer
● Response and engagement prompting higher likes, shares journey.
and word of mouth. ● Google ad account
● Implementing strategies for follower growth. management
● Tracking youtube referrals to view traffic volumes, ● Analytics & reporting
engagement stats, user behavior and conversions. ● Audience segmentation
● Separately analyzing mobile and desktop traffic.
● Native Youtube analytics.
● Embedded views report
 Twitter Marketing Deliverables

Organic Growth Activities Inorganic Growth Activities

● Engaging in conversations over trending and relevant topics ● Running native ads
● Addressing customer queries ● Audience segmentation
● Participating in Industry conversations & management.
● Getting on the radar of food & beverage connoisseurs. ● Retargeting ads
● Finding, cultivating influencers and brand advocates. ● Follower ads
● Running polls and other engagement activities.
● Opinionated tweets around topics concerning our industry
and our brand ethos.
● Publishing tweets, retweets and replies.
 Linkedin Marketing Deliverables

Organic Growth Activities Inorganic Growth Activities

● Overall Platform management ● Running promotional ads

● Engaging relevant target audience over comments & to drive app traffic
inmails. ● Running other forms of
● Engaging in conversations over trending and relevant topics native ads for growing
● Posting about business updates and marketing case key account metrics
studies.
● Posting about other business focused content that could
engage the right cluster of audience for battmobile such as
techies, product managers, brand managers, investors, etc.
 Tik Tok Marketing Deliverables

Organic Growth Activities Inorganic Growth Activities

● Overall platform management ● Video promotion ads in

● Promoting video challenges and participating in trending prime placements and
challenges video placement formats.
● Engaging with influencers and regional content creators in ● Influencer campaigns
comments and DMs