TATA MOTORS - DRIVE THE FUTURE
THE TASK AT HAND
The new range of cars from Tata Motors - Nexon, Tiago, Tigor and Hexa - launched to critical acclaim and great sales all over the nation. They were falling slightly short of their target in the Southern states though. We needed to bridge this gap.
THE SOLUTION
Instead of focusing on the individual cars, we launched a campaign communicating the fact that each of these cars is future-ready, and share advances in both technology, as well as design. With these vehicles, you can, in effect, Drive The Future. The campaign was a robust direct-marketing initiative, with emails, smses and digital advertising, all anchored by a central microsite that extolled the eye-catching design and technological advances contained within each car. This showcased the entire range of vehicles at once, offering the consumer more choices.
Instead of focusing on the individual cars, we launched a campaign communicating the fact that each of these cars is future-ready, and share advances in both technology, as well as design. With these vehicles, you can, in effect, Drive The Future. The campaign was a robust direct-marketing initiative, with emails, smses and digital advertising, all anchored by a central microsite that extolled the eye-catching design and technological advances contained within each car. This showcased the entire range of vehicles at once, offering the consumer more choices.
RESULT
The campaign was popular with both consumers, and especially dealers, and was extended from a short-term campaign targeting the South states, to a three-month long national campaign.
The campaign was popular with both consumers, and especially dealers, and was extended from a short-term campaign targeting the South states, to a three-month long national campaign.
Additional Credits: Viplesh Gharat (design) & Vishal Hazare (copy)
