group20 tatanano
TRANSCRIPT
Tata Nano - #NanoBiddingWar
Prabin Mishra Mukesh Shah Krishna Chaitanya YSurvesh Chauhan Prantor Chakravarty
Rohit Kashyap Paul Gladstone Chidananda Mohanty Saurab Mehta Sumit Arora
Group-20Credits: LighthouseInsights
Objectives
• Tata Nano aimed to move its brand image from cheapest car to trendy, fun and affordable and target segment was well defined as 18-24 years, which needed completely different marketing approach.
• Marketing team had two major obstacle to tackle, one was IPL and other was National Election.
• Communication objectives:
– Increase engagement with 18 – 24yr olds: Measured as conversation and interactions on social media.
– Break away from the national elections and the IPL to become the No.1 topic of conversation online to increase the brand appeal.
Objectives (contd...)
• Business Objectives:
– Increase brand preference for the new Tata Nano Twist while educating users about its features.
– Increase the salience of the upgraded steering system so as to remove apprehensions about safety and ease of driving
– Convey the availability of a wide range of colors, including the newly introduced Damson Purple
Campaign Strategy
• Influencer Marketing was the strategy adopted and the platform selected was Twitter as it houses the top 6 influencers for the target audience of Tata Nano Twist
• April 2014 was also the time for IPL and Lok Sabha Elections, hence the hashtag adopted should cut across both the events. Hence #NanoBiddingWar was chosen. The terms war and bidding were strategically fit itslef among major events mentioned above
Strategy Execution
• The duration of the campaign was 3 days.• During these 3 days the 6 influencers helped the brand engage with the target audience.• Individual hash tags were assigned to each of the influencers and were named after the 6
colour variants of the car.• During the campaign the brand had to increase the visibility of the conversations and the
activities that were already being carried out by the influencers• They also had the responsibility of posting the scores regularly to keep the momentum going
and updating on the number of ‘bids’ received for each of the influencers
Strategy Execution (contd..)
• The success of the campaign rested mainly with the followers of the influencers, who helped in sharing, tweeting/retweeting with the hash tags assigned to the respective influencers. This helped in spreading the word to the world.
• The major incentive provided to the followers was the miniature versions of the cars signed by the Bollywood stars.
Results
• 143 million impressions
• 240,000 mentions• 13,000 tweets
• #NanoBiddingWar : Trending in India during entire campaign duration and worldwide for 2 days.
• Beat both political and sports related trends
• Campaign generated earned media worth INR 9.5 million for just a budget of INR 0.4 million.
• The campaign using social influencers resulted in an earned media value worth 15% of the annual digital budget.
• Use augmented reality to convey ad message by scanning Nano app similar to Volkswagen Beetle campaign during launch of new revamped beetle.
Beetle Campaign Augmented reality : https://youtu.be/KRA0SZhKNyo
• Leverage on the both young boys and girls driving their first car experience. Make them post a dance move with Nano car through vine on other social media. The one with most likes will gets to feature with celebrity and perform the dance step.
• Use augmented reality to convey ad message by scanning Nano app similar to Volkswagen Beetle campaign during launch of new revamped beetle.
Beetle Campaign Augmented reality : https://youtu.be/KRA0SZhKNyo
• Leverage on the both young boys and girls driving their first car experience. Make them post a dance move with Nano car through vine on other social media. The one with most likes will gets to feature with celebrity and perform the dance step.
Alternate Strategies
• Launch of new Nano twist: need to forego its cheap car image and adopt the tag of “Smart city car” to connect with its target audience(youth).
• Mobile game featuring Nano twist (similar to crazy cabbie) - Six colours of Nano twist to be used; results posting on walls.
• Idea of a parking related game.
• Flash-mob in malls, public places, etc. representing 6 Nano colours and post in youtube, the highest likes will get miniature versions.
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