joy 10 4 1 final

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pixelTHE ECO-FRIENDLY CITY CAR

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Pixel An everyday car for your everyday life.

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Contents1. 0 2 . 0

RESEARCH DEVELOPMENT1.1 industry sector 1.2 company research1.3 product research1.4 target audience1.5 personas1.6 campaign brief

2.1 creative brief2.2 moodboard2.3 logo design2.4 toolbox

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3 . 0 4 . 0STYLE GUIDE MEDIA MIX3.1 brand positioning3.2 voice and tone3.3 logo guidelines3.4 imagery and textures3.5 typography and colors

4.1 media mix 4.2 out of home4.3 electronic media4.4 video and broadcast4.5 unique promotional items4.6 guerrilla marketing4.7 environmental branding

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Pixel is a city carconcept developed by

Tata Motors. The startup campaign focuses on

introducing Tata Pixel to the American market.

introductionTata Pixel is a new city car concept

designed by Tata Motors, India’s largest automotive manufacturing company.

This startup campaign focuses on introducing Tata Pixel to the American market. Though Tata Motor’s subsidiary, Jaguar Landrover is quite popular in America, the Tata brand is relatively new to the American people. Hence, the Pixel needs a strong introduction to the market in order to ensure its success as a leading brand in the small car industry. The Pixel has many features that distinguish

it above its competitors. The benefits offered by the Pixel car, in terms of design, technology, fuel efficiency, eco-friendliness, and affordability, presents a strong case to market it to the Millennials.

The campaign strategy will focus on three things - make the Pixel name ubiquitous in the

American market, position it as ‘A city car for the Millennials’, and build a strong emotional connection with the users. This in turn will build brand loyalty and increase brand equity.

If positioned correctly, Tata Pixel has the potential to win the hearts of the Millennials and become the brand leader in the eco-friendly city car industry.

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The main objective of the campaign is to increase brand

awareness, position Pixel as the ideal city car for the Millennials, and build a strong relationship

with the target audience.

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1.0RESEARCH1.1 industry sector & competition1.2 company research & SWOT1.3 product research1.4 target audience1.5 personas1.6 campaign brief

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SMALL CAR INDUSTRY

Tata Motors is a multi-billion dollar company, with a heritage of over 100 years.

Tata already owns Jaguar Landrover as a subsidiary, which is popular in the American market.

The Tata brand is new to the American landscape.

Tata Nano sales did not take off as projected in the Indian market, because of a lack of strategic brand positioning.

Increasing fuel prices, and growing urban congestion is creating a greater demand for small cars.

Greater awareness of the greenhouse effect caused by the burning of fossil fuel, is causing people to consider buying green cars.

Competition from other more established small cars in the industry.

Car sharing and public transportation.

Automobile industry in general.

1.1 industry sectorCity cars or small cars are automobiles,

designed primarily for use within the city. In this age of rising fuel prices and increasing

urban congestion, city cars have carved out a niche for itself in the automotive industry. In crowded urban landscapes, city cars offers an

advantage over larger heavier vehicles due to its compact size and better maneuverability. It is also ideal for the start-stop driving in cities. Auto manufacturers across the globe are building cars to compete for a lion’s share in this industry niche.

COMPETITION

Small cars like Smart Fortwo, Fiat 500, and Scion IQ are the direct competitors for Tata Pixel. Smart Fortwo and Fiat are relatively

new to the market but have built for themselves a strong brand presence in America. Smart Fortwo is a German made car, and has a brand personality of being quirky, fun and smart. Fiat

on the other hand is made by an Italian company and exudes an aura of Italian style mixed with pop culture. Because of this strategic brand positioning and strong brand image, the Fiat and Smart are among the top brands in the small car industry.

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Founded in 1945, Tata Motors is India’s largest automotive company, with consolidated revenues of $34.7 billion in 2012-13. Through

subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, Spain, South Africa and Indonesia.

It is a company that shows its commitment to embrace green technology and sustainable practices. It is also actively involved in various philanthropic and environmental initiatives in India.

In 2008, Tata Motors introduced the Tata Nano, the world’s least expensive

car, with a MRSP of $2500.00. Bloomberg BusinessWeek

described the Nano, saying , “The tale of the creation and design of the world’s cheapest car is one of innovation and ingenuity”. In 2011 at the 81st Geneva Motor Show, the company came up with

a new European city car concept – The Tata Pixel. Though the Tata Pixel was built based on the same frugal engineering and technology as the Nano, it was redesigned to adhere to the safety and emission standards of the European Union, and to give it a more youthful and futuristic look.

Tata Motors purchased Jaguar Landrover from Ford in 2008, thus getting an introduction to the American market. According to CBS news, the Americans are slowly leaning towards buying smaller, more fuel-efficient, and eco-friendly cars. Rising fuel prices, growing urban congestion, and the increasing awareness of the damage done to the planet by the burning of fossil fuels is doing its part in increasing this demand. This changing trend in the automotive industry presents an opportunity for Tata Pixel in the American market.

TATA MOTORS

In 2011, at the 81st Geneva Motor Show, the

company came up with a new European city car concept,

based on the Nano – The TATA PIXEL.

In 2008, Tata Motors introduced the TATA NANO, the

world’s least expensive car, with a MRSP of $2500.00.

TATA MOTORS LIMITED is an Indian multinational automotive manufacturing

company.

company research 1.2

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At 63 miles/gallon, Pixel has the

highest mileage in the non-hybrid market

sector.

1.3 product

ECO-FRIENDLYLOW CARBON FOOTPRINT

SCISSOR DOORS ALLOW EASE OF ENTRY AND EXIT IN TIGHT SPACES

63 MILES/GALLON

COMPACT SIZE

At $8000.00 MRSP, PIXEL is the least expensive car in the market. Its fuel efficiency of 63MPG is higher than

that of its competitors, whose average fuel efficiency is about 35MPG. Another huge advantage is that, when compared to other fuel burning vehicles, the Pixel has the smallest carbon footprint. It has a CO2 emission of only 89gm/km.

In terms of design and technology, the Tata Pixel offers a unique Zero Turn toroidal traction-drive, which gives it a tight turning radius, allowing it to pivot almost on its own length. This enables it to maneuver and park in tight spaces. “My Tata Connect” is a technology unique to the Pixel, which enables seamless integration of the user’s smart phone or tablet with the vehicle’s infotainment system, by simply docking the tablet or smart phone on the instrument panel. Further it also enables the user to adjust the temperature, ventilation and air-conditioning settings through their phone or tablet’s touch screen. Another unique feature is that even though the Pixel is only about 10 feet long, it can comfortably seat four adults. Other city cars are designed to seat only two adults, or two adults and two kids. The diamond shaped scissor doors swing upwards for easy entry and exit.

Because of innovative technology like the “My Tata Connect”, along with the its aerodynamic design, panoramic roof, scissor doors, its economical price, fuel efficiency and eco-friendliness, Pixel proves to be an ideal car for the Millennials.

UNIQUE DIFFERENTIATING FEATURES OF PIXEL

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At $8000.00 retail price, Pixel is

the lease expensive car in the market.

The benefits offered by the Pixel car, in terms

of design, technology, fuel efficiency, eco-friendliness, and affordability, presents a

strong case to market it to the Millennials.

UNIQUE FUTURISTIC AERODYNAMIC DESIGN

ZERO TURN TOROIDAL TRACTION DRIVE GIVES IT A TIGHT TURNING RADIUS AND ALLOWS IT TO PIVOT ALMOST ON ITS OWN LENGTH

COSTS LESS THAN $10,000.

COMPACT SIZE PANORAMIC ROOF

UNIQUE CONNECT TECHNOLOGY ALLOWS SEAMLESS INTEGRATION OF KEY CAR FUNCTIONS WITH SMART PHONES AND TABLETS

CAN COMFORTABLY SEAT FOUR ADULTS

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The Millennials are a unique generation with very distinct characteristics. They are made up of individuals

of ages 18 to 33, representing a variety of ethnic backgrounds, and account for approximately 30 percent of the US population. According to Financial Times, the Millennials are, “optimistic, entitled, civic-minded, narcissistic, confident and self-expressive. Three-quarters of the group own a smart phone. They are also considered better educated, more socially responsible and globally connected than older generations. Yet they are shackled by student loans and face a dismal job market”

They are a cause conscious generation. A Y-Pulse survey of 1,300 high school and college students found that 72 percent invest in a specific cause. Seventy-nine percent regularly volunteer, and half regularly donate money. Seventy percent would be willing to pay more for a product that is connected to a cause in some way. According to an article posted in Huffington Post, the Millennial men also aspire to be the ultimate dads. “For Millennials, being a “good dad” has become the bling of adulthood, and they plan to approach it very differently from how their fathers did. That’s not to say they don’t respect their dads -- they are totally obsessed with their dads -- but they just plan on being a lot more present for the whole parenthood thing”. Finally they are a generation that loves to make a statement, be it in style, or for a cause

MILLENNIALS

1.4 target audience

HIGHLY EDUCATED

IMAGE CONSCIOUS

TECH-SAVVY

CONFIDENT

BURDENED BYSTUDENT LOANS

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Millennials want a vehicle that looks great, but at the same time are sensitive to things like value, fuel efficiency, technology. [They’re] not going to be brand loyal to what their parent did... When they drive up to the club they want to look fabulous... just like their cell phone, just like their shoes... they want their car to make a statement about them.

- Amy Marentic, Ford’s Group Marketing Manager

“ “

WANTS TO LIVEA WELL ROUNDED LIFE

CONFIDENTCAUSE CONSCIOUS

SOCIALENVIRONMENTALLYCONSCIOUS

ATTACHED TO THEIR SMART PHONES

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Psychographics can help gain valuable

insight into the opinions and preferences of the groups being studied.

Loves to spend time with his family. Friday

nights, Josh and Jennifer drop off their kids with grandparents,

and go out for dinner, or hang out with other couples.

Josh Shepherd

personasSoftware Programmer. Loves to spend time with his family. Wants to be the best dad to his two young kids. Paying off mortgage and two student loans. Lives in the suburbs. Commutes to work everyday. Has the latest Google gadgets. Dreams of starting his own company. Constantly checks his iphone for e-mails and updates.

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Loves to cuddle up with her kids and read to

them. Facetimes her mom in San Francisco. Favorite

passtime is browsing on the internet.

Jennifer ShepherdCollege graduate. Stay-at-home mom. Adores her kids. Regularly facetimes her mom in San Francisco. Posts her kids’ latest pictures on instagram, and keeps in touch with her friends from college through Facebook. Making car payments on their Honda Odyssey.

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Single. Graphic Designer. Paying off student loan. Lives in Dallas, Texas. Loves to hangout with her friends on the weekends. Inseparable from her iphone. Has a mini i-pad in her purse. Constantly checks her Facebook account. Shops online for the best deals. She owns an old chevy, but secretly longs to swap it for a cooler car, with better mileage.

For entertainment, she streams movies and shows, through Netflix or Hulu, and watches them on her Apple MacBook. Occasionally she binge watches her favorite TV shows. She loves to read novels by Stephen King. Her iPhone has a wide genre of music and includes songs by Beyoncé, Taylor Swift and Chris Brown.

Christina Kraft

personas

Personas help in the psychographic analysis of the target

audience.

Christina loves to hang out with her friends

on weekends. Keeps in touch with her family and friends

through facebook. Shares funny and interesting YouTube videos

through Facebook.

Shops online for the best deals.

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CAMPAIGN STRATEGY

Weave Pixel into the everyday lives of the

Millennials

A charismatic brand is that for which people

believe there is no substitute.

-Marty Neumeier

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Pixel Your everyday car for your

everyday life.

campaign briefPOSITIONING STATEMENT Position Pixel as the leader in the city car industry sector.

UNIQUE SELLING PROPOSITION Pixel is a high-tech, economical, eco-friendly city car, with a unique futuristic design, seamless integration with smart phones and tablets, an extremely high mileage, and a zero-turn torroidal drive, that enables it to pivot almost on its own length, making it the ideal city car.

TARGET AUDIENCEThe target audience is the urban Millennials, between the ages 18-36.

CAMPAIGN OBJECTIVES Position Pixel as the ideal city car for the Millennials, increase brand awareness, and build long lasting relationship with the target audience in order to ensure sustainable ROI.

CAMPAIGN STRATEGYWeave Pixel into the everyday lives of the Millennials, and build a strong relationship with the target audience by building trust and adding value to their lives.

COPY MESSAGEPixel - Your everyday car for your everyday life.Pixel - Your green ride.Pixel - The eco-friendly city car.

1.6

2.0DESIGN DEVELOPMENT2.1 creative brief2.2 moodboard2.3 logo design2.4 toolbox

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2.1The narrative, theme and style, help translate the campaign objectives into a visual language.

NARRATIVENarrative is the message or story, that the company wants to communicate to its target audience. The narrative for PIXEL campaign is that - Pixel helps you cruise through everyday life, showing off your cool, tech-savvy, environmentally responsible personality.

CONCEPTThe concept of the campaign is the central idea, or theme, that holds the campaign together. It’s the theme that runs through every aspect of the trans media storytelling. The concept or theme for the Pixel campaign is “Everyday”. It weaves Pixel into the everyday life of the Millennials. It shows that Pixel is your everyday car for your everyday life.

KEY TENETSThe brand image is expressed in terms of the following key tenets, or brand attributes.

Urban: “Urban” shows that Pixel is a city car. It also alludes to the cool, sophisticated, fast-paced lifestyle of the urban Millennials. Green: “Green” shows the eco-friendly aspect of the Pixel. This relates to the environmentally responsible side of the Millennials. Technology: This key tenet shows the high-tech aspect of Pixel.

STYLEThe style determines the look and feel of the campaign. Research shows that the Millennials, who are constantly bombarded with information, appreciates uncluttered, simple, yet engaging designs. Their independent and unconventional lifestyle calls for a contemporary design style, that is unboxed and has a natural flow.

creative brief

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urban

green

technologykey tenets

theme

everyday life

stylecontemporary, ill

ustrativenarrative

Pixel helps you cruise though everyday life,

showing off your cool, tech-savvy, environmentally

responsible personality.

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2.2

The moodboard weaves the Pixel into the personality and life style of the urban Millennial. It uses a contemporary, illustrative style, with cutout figures that carry a persona of sophistication, style and confidence. The

figures are portrayed over an urban backdrop. The image of the iPad shows new media and technology. The penguins, create an element of surprise, and convey the eco-friendly aspect of the Pixel. The colors and textures used in the mood board work together to convey green, youthfulness and technology.

mood board

Mood board is a collection of images, colors, textures, and

typography, that is centered around a theme and helps

to convey moods and ideas.

THEME for the mood board is everyday life,

and the KEY TENETS are urban, green and

technology.

NARRATIVEPixel helps you cruIse through everyday life,

showing off your cool, tech- savvy, and environmentally


urbangreenyouthfuleco-friendlyeveryday technologicalinnovativeauthenticfunKE

Y AT

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Identity designers are in the

business of managing perception, through the

integration of meaning and distinctive visual form.

-Alina Wheeler

A truly enviable iconic logo wil be

simple, relevant, enduring, distinctive, memorable, and

adaptable.

- David Airey

2.3 logo designThe logo design started with exploring different sketches and concepts.

The choices came down to three concepts - the ‘green’ concept, the ‘journey’ concept, and the ‘blurb’ concept. The ‘blurb’ concept stood

out because of its uniqueness, relevance and adaptability. It was refined to make a lettermark symbol, with a blurby “P” for Pixel. The symbol was combined with the Pixel wordmark in Space Age font, which added to its futuristic, and technological look.

1. initial sketches

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The unique shape differentiates it from its

competitors, and tells the story of Pixel’s futuristic, technological and eco-

friendly side.

2. possible choices

3. final choice

4. digital rendering

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pixel pixelpixel

5. final design

FULL COLOR SINGLE COLOR BLACK & WHITE

2.3 logo designThe final logo has a unique and distinctive shape. It complements the

friendly, futuristic look of Pixel. The Space Age font of the wordmark gives it a high-tech aura. Overall, it fulfills the requirements of a good

logo. It is simple, relevant, distinct, adaptable, and memorable. It can be blown up for large formats, or be shrunk down to the size of a favicon without the loss of legibility. The unique shape differentiates it from its competitors, and tells the story of Pixel’s futuristic, technological and eco-friendly side.

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pixel

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2.4 toolbox

pixelpixel pixel pixel

The design toolbox specifies imagery, textures, colors, fonts and the logo for the campaign. Having a toolbox ensures consistency in the creative process, and makes sure the brand essence is maintained

through all media. Maintaining a consistent and coherent identity across all touch points is essential to improve brand recognition, and build trust with the target market.

imagery

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pixel pixelpixel

textures

colors

fonts

logo

HELVETICA NEUE CONDENSED BOLD

3.0STYLE GUIDE3.1 brand positioning3.2 brand voice & tone3.3 logo guidelines3.4 imagery and textures3.5 typography and colors

style

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3.1brand positioning

theme and style

The campaign positions Pixel as an eco-friendly, technologically innovative city car for the urban Millennials. It features Pixel as an

everyday car for your everyday life.

The theme of the campaign is everyday life. The key tenets are urban, green and technology. The personality of the Pixel brand

is authentic, intelligent, and friendly. The visual style is contemporary and illustrative, and complements the futuristic, yet friendly look of the car.

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3.2voice and toneThe aim of the copy is to not to coerce, but to present the facts, and allow

the audience to compare, contrast and then make an intelligent choice. The copy should highlight the benefits that Pixel can bring to the everyday life of the target audience, and to the environment. Since the brand position of the Pixel is that it is your everyday car for your everyday life, the voice of the copy is conversational, casual, and friendly. But it is not chatty, not does it use slang. The tone used is inspiring, intelligent, and respectful.

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3.3 logoThe primary logo is a combination of a symbol and a wordmark in a blue

gradient. Blue is the color of royalty, sophistication, and technology. Space Age font is used for the word mark to give a futuristic, technological, and innovative look, that complements the style of the Pixel. The symbol is a lettermark, forming the letter “P” of Pixel. The curvilinear lines give it an organic, eco-friendly, and futuristic look.

pixel pixelpixel

FULL COLOR SINGLE COLOR BLACK AND WHITE

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transparent logo

style

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3.3 logo variationsThe logo with the enclosed circle is used for all official purposes. The logo

without the enclosed circle may used in promotional items, or to represent different sections of the company. This variant may be used in any of the secondary brand colors to give it a feeling of youthfulness, vibrancy, and friendliness. The minimum size of the logo symbol shall be 16x16 pixels, when used as a favicon. In all other print and digital media, the minimum size should not be less than 3/4 inch, in order to maintain legibility of the logotype.

pixelpixelpixel

pixel pixel

pixel

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logo clearspace

x

pixel

pixel

pixel

pixelYour Greenride

x

xx

x

x x

x

xxx

xx

x

x

x

x

x

x

x x x x

xx

x x

1/21/21/2

The clear space around the logo mustbe a minimum of the height of the “x” in the logotype.

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3.3 logo applications

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logo don’tsIn no instance should the clear space of the logo be encroached upon. The

integrity of the outline of the symbol should be maintained at all times. It should not be shown over cluttered imagery or textures, but should always be shown over a clean, uniform background, or gradient. Clipping, skewing, and the use of drop shadow should be avoided.

pixelpixel pixel

The logo must not be skewed, and its proportion must not be changed.

The logo should not be shown in any other color, but the speci-fied brand colors.

The logo should not be displayed over a cluttered or busy background.

The logo must not be skewed,and its proportion must not be changed.

The logo must not be shown in any other color, but the specified brand colors.

The logo should not be displayed over a cluttered or busy background.

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3.4 imageryThe imagery includes cutout illustrated and realistic images of Millennials

going about their everyday life. High resolution images of Pixel should be used, highlighting its innovative technology and futuristic design. The images of Pixel should be used in ways to integrate it with the everyday life of the urban Millennials. Images of penguins show the eco-friendly aspect of Pixel. This emphasizes the low carbon footprint of Pixel, and thus, its low impact on the iceberg melting, green house effect.

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texturesThe brand textures show technology, eco-friendliness, and urban environment.

The distressed, grunge texture gives it an urban feel. The smooth gray gradient alludes to a high-tech car. The green, organic background is used to show eco-friendliness.

GREEN URBAN TECHNOLOGY

style

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3.5 typographyThe Helvetica font is a sans serif font with clean lines, and a type family with

varying weights. It supports the clean, contemporary style of the campaign, and exudes a personality of sophistication. Since it is not a stylized font, it also complements the narration of Pixel being an everyday car for everyday life. Neue Helvetica is available as Open Type Pro fonts, which makes it easily accessible for digital media. The alternate font is Bodoni, which adds an element of interest and variety, but is still classic and sophisticated in its look and feel. The Bodoni font is used sparingly as mainly a design element in the campaign.

HELVETICA NEUE CONDENSED BOLD

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colorsThe primary color used for the Pixel brand is blue. The goal of the campaign

is to position Pixel as the leader in the city car industry sector. The color blue shows royalty, technology, and eco-friendliness. Grey gradients are used to convey sophistication and technology. The secondary colors are used to convey youthfulness, warmth, fun and vibrancy, which are key traits of the Pixel personality.

4.0MEDIA ASSETS4.1 media mix4.2 out of home4.3 electronic media4.4 video and broadcast4.5 promotional items4.6 guerrilla marketing4.7 environmental branding

media mix

video andmusic

print

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ix The automotive industry is highly competitive. And Pixel being a startup nationwide campaign, would need to communicate its message through a variety of media. The differentiation would be achieved by using a content marketing strategy with

an “everyday” theme, and a visual style that is unique, fun, friendly, and distinctive. Each part of the media would tell a part of the transmedia story, and would be connected to each other to form a network of transmedia storytelling.

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Engaging videos would be placed

on sites such as Youtube, the

website, and social media pages.

Pixel Exploration Centers would

replace the traditional

showrooms.

Print media would include Out-of-

Home marketing such as billboards and posters, and

print ads in lifestyle magazines. “

4.1

environmentalbranding

video

print

electronicmedia

socialmedia

guerrillamarketing

uniquepromotional

items

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Pixel helps you to cruise through everyday

life, showing off your cool, techsavvy, environmentally


Pixel Exploration Centers would

replace the traditional

showrooms.

Promotional items that shows the

hightech and fun side of Pixel, would be used to build a

relationship with the audience.

An interactive Website, and a

mobile app, would provide 24/7 access to key information.

Social media sites including Facebook and Twitter would provide a virtual venue to interact with the target

audience.

Non-traditional marketing such as flash mobs, that would create an

element of fun and surprise.

““

electronicmedia

MEDIA MIXtransmedia story:

socialmedia

guerrillamarket

uniquepromotional

items

Out-of-home marketing provides a powerful venue to connect with the target audience, as they go about their everyday life. The out-of-home media would include billboard ads, and ads in subways, bus stops, and airports.

The print campaign focuses on the eco-friendly aspect of the Pixel. A series of three would create repetition, and aid in brand recognition. m

edia

mix

OUT-OF-HOME ADVERTISING

Follow the penguins to the Pixel Exploration Center



www.pixel.com

A consecutive series of three,

builds a conversation with the viewer,

and aids in brand recognition.

In this example, three consecutive billboards along a highway, strike a conversation with the passing motorist. The three billboards work together to tell a story. The images of origami penguins create an element of interest.

www.pixel.com

www.pixel.com

bill boards & bus stop ads

THE SHOWROOM REDEFINED



EXIT 205

EXIT 205

EXIT 205

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1

2

3

4.2


The billboards

tell the story of the eco-friendly aspect of

Pixel, and leads the viewer to the next part of the

transmedia story - the Pixel exploration Center.

www.pixel.com

bill boards & bus stop adsTHE SHOWROOM REDEFINED

EXIT 205

“Your Greenride”The posters continue

the eco-friendly theme of Pixel.

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The posters continue the theme of the eco-friendly aspect of the Pixel. The ad appeals to the nurturance in the viewer. The consistent use of images of penguins

in relation to Pixel, create a new concept of Green. The target audience soon connect the low carbon footprint of the car, to its minimum impact on the greenhouse effect and the melting ice caps.

The WEB ADDRESS in the print ads, links it to Pixel’s interactive website, where

someone who is curious to know more, would be able to find all the

necessary information, in a fun and interactive way.

The ad appeals to the nurturance in the

viewer.

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ixOUT-OF-HOME ADVERTISING

posters4.2

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OUT-OF-HOME ADVERTISING

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interactive websiteThe website is a world in itself. It provides an immersive experience through

storytelling, videos and high resolution images of the urban lifestyle. Interactive features tell the story behind the Pixel, and highlight its unique differentiating factors

such as high mileage, unique design, tata connect technology, and zero turn torroid drive. med

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ixELECTRONIC MEDIA

The website is intuitive, interactive, and mobile

friendly across all platforms.

The everyday theme is reflected in the website,

with high resolution images of the urban lifestyle, and videos

featuring user generated stories, and highlighting the unique

features of the car.

The online store allows you to

customize your Pixel, buy it and have it delivered to your house. This makes it

convenient to order the Pixel from the comfort

of your home.

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4.3

med

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ix

According to Think with Google, the ZMOT or Zero Moment of Truth takes place online, especially for big ticket items such as a car. The Millennials do all their research online, before they make any purchase. Hence, the website would offer

a fun and interactive way, to explore and buy a Pixel. It would be a place, that offers key information 24/7. The website would include a place to customize and order your Pixel, an interactive display of the Pixel Exploration Centers, updates on events, links to social media sites, videos, and special promotional offers.

ELECTRONIC MEDIA

WIREFRAMES AND SITEMAP

interactive website

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4.3

site map

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homepage

explore

mobile appevents

shop online

visit

call

text

ExplorationCenter Promotional

Offers

customizeexterior

interior

Exploration Center

shop

visit

watch

videos

support

pix

el

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ixELECTRONIC MEDIA

4.3 interactive website

WEBSITE UI DESIGN

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4.3

tv commercialThe 30 second commercial series consists of candid responses from Millennials,

to the question, “What would your dream car look like?” The video is used for TV commercials, and is also linked as a Youtube video in the social media network, and

in the Pixel website. The video focuses on giving the Millennials a voice in the campaign. It talks about the futuristic aspect of the Pixel in the transmedia story telling.

The 30 second video is a sequence of

quick candid responses from millennials, to the question -”What would

your dream car look like?”

The movie is not scripted and follows

a “man on the street” style, giving it an authentic tone.

It ends with the Pixel web address being typed in, so

that the viewers can be directed to the next part

of the transmedia story.

med

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ixVIDEO AND BROADCAST

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4.4

The setting is in a college campus. The movie is a collage of quick candid responses from educated, individualistic, and innovative millennials. The video starts by posing the question, “What would your dream car look like?”. Then the scene changes to a college campus. Different responses are captured on screen in quick succession. The camera focuses on their facial expressions as they try to come up with what they think would be

their dream car. The video then changes to a zoom-in effect on the Pixel word mark and the tag line. The Pixel drives onto the screen under the tag line. This is followed by the animated logo. The movie ends with the Pixel web address being typed in, so that the viewers can be directed to the next part of the transmedia story.

Video starts with the question on screen “What would your dream car look like?’

The screen changes and focuses on a student as he gives his response - “Cars with wings that would be capable of flight”

The scene shifts to the next person’s response, “a convertible . . . probably red”

“something good on gas” “shoots lasers” “it could go on auto pilot”

“anticipates my every single move” PIXEL - where dreams become innovations Scene changes to animated logo of Pixel.

Web address types in.

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toy pixel carOne of the unique promotional item is a toy Pixel car, that can be remotely controlled

by a free app, that can be downloaded from the Pixel website. The toy car and app tell the story of the the Pixel Connect Technology, that enables the key functions

of the car to be controlled by your smart phone or tablet. One of the features in the website is that you can customize your car, save your options, and then order a toy car that would be built according to your specifications. This provides a tangible connection with the car, until you buy the real deal.

med

ia m

ix

The app tells the story of Pixel’s

seamless intergration with smart phones and

tablets.

The toy Pixel can be remotely controlled

by a free app that can be downloaded from the

Pixel website.

UNIQUE PROMOTIONAL ITEMS

64

4.5

toy pixel car

The packaging box is designed to look like the walls of the Pixel Exploration Center with a mock up of the multi-touch video walls. The packaging thus tells the story of the Pixel Exploration Center, inviting them to come visit, or check out the website.

The promotional item leads to the next part

of the transmedia story - the website and the Exploration Centers.

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interactive keychainAnother promotional item is a responsive keychain, in the shape of the Pixel logo.

The cool thing about this key chain is that you can “call” your keys using a free app in your smart phone, and the key chain responds with the characteristic brand

sound of the Pixel, “Honk! Honk!”. The app can be downloaded from the Pixel website. This connects the promotional item to the website, and leads the user to the next part of the transmedia story.

You can “call” your keys using a

free app in your smart phone, and the Pixel

keychain responds with a “honk!honk!” the brand

sound of the Pixel

The keychain adds value to the lives of the

target audience in a fun and interactive way. It goes with the big idea of integrating the

Pixel with the everyday life of the Millennials.

UNIQUE PROMOTIONAL ITEMSm

edia

mix

66

The purpose of the keychain, is to help locate lost keys. It also connects and introduces the user to the Pixel website.

HONK! HONK!

4.5

The free app is downloaded from

the Pixel website. Thus the promotional keychain leads the target audience

to the website.

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locate my keys

watch a videocall my keys

“locate my keys” opens a new screen with Google map to locate the lost keys.

“watch a video” links to a Youtube video to demonstrate how the app works. It also links the viewer to Youtube video series in the social media pages.

“call my keys” makes the key chain go “honk! honk!” the brand sound of the Pixel logo.

CALLmy keys

pixelwww.pixel.com

flash mob The flash mob takes place in a crowded mall. Eight Pixel cars, whose horns are

engineered to match the pitch of the eight musical notes, are the main performers. The cars are joined by Stomp Performers who bring in a high energy rhythm and

music to accompany the cars, using everyday items like brooms, and pots and pans, and garbage cans. The video of the flash mob is posted on the social media network. And at the end, the promotional Pixel Toy Cars are given out to further connect with the viewers, and to introduce them to the Pixel website and the Pixel exploration centers. The flash mob can be repeated in different locations across the country to create excitement and buzz. The main objective of this is to build brand awareness.

GUERRILLA MARKETINGm

edia

mix

The images of the Stomp Performers found on this page are solely to be used for concept purposes during the proposal process. Not for resale

or reprint with out written permission of the organization.

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4.6

The promotional items given out after the flash mob, further

connects with the user, and leads them to

the website or the Exploration

Centers.

The flash mob is captured in video and is posted on the social media sites. The main

objective is to build brand awareness, by creating

excitement and buzz.

The flash mob involves eight Pixel cars,

whose horns are engineered to correspond to the eight

musical notes. This brings a unique twist to the usual flash

mob concept, because here the cars are the main

performers.

1. The setting for the flash mob is at a crowded mall.

2. The eight cars enter the mall from different entry points.

3. The shoppers are surprised to see the car driving through the mall and wonder where it’s headed.

4. The cars converge at the central square of the mall.

5. The cars start playing a melody with the horns.

6. The STOMP performers step out of the cars with their “everyday” instruments, and join in with a high energy rhythm.

7. The flash mob ends with the unique promotional items being distributed among the audience.

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pixel exploration centersPixel Exploration Center: The Pixel Exploration Center is like a huge technological

museum, with multi-touch interactive video walls, indoor test drive strips, and live penguins to show Pixel’s eco-friendly aspect. The environment follows the key

tenets of urban, green and technological. This is a place for the target audience to hang out, and explore the Pixel in a fun and interactive way. The Exploration Centers replace the traditional showrooms. It would be a place that offers workshops, activities for kids, and special events. The idea of car salesmen are replaced by Pixel Helpers who are there to assist you, or answer any questions. The Exploration Centers would fulfill the campaign objective to build a strong relationship with the target audience, by building trust and adding value. The high traffic at the Exploration Centers would increase brand awareness and eventually lead to increased car sales.

ENVIRONMENTAL BRANDINGm

edia

mix

The Exploration Centers take the place of

the traditional showrooms, which usually have little or

no traffic.

The Pixel Exploration Center is like a huge

technological museum, with multitouch video walls, indoor

test drive strips, and live penguins to show Pixel’s

eco-friendliness.

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sectionindoor test drive strips

multi-touch interactive

video walls

live penguin habitat

4.7

pixel exploration centersIt’s a place for

people to hangout, explore the Pixel, be educated about the

environment, and just have a good time.

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plan Concept sketches of the Pixel Exploration Center

73

CONCLUSION

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conclusionIn 2005, Tata Motors built Tata Nano, the world’s

cheapest car. And in 2008, the European model, Tata Pixel, was displayed at the Geneva Motor show in Sweden. Pixel is a Unique car, and the Millennials are a Unique generation. The Pixel campaign, is the story of how this incredible car steps into the American landscape and wins the hearts of the Millennials. The campaign style and theme, is illustrative and contemporary, and helps differentiate Pixel from its competition. The rich media mix for the campaign, not only increases brand awareness, but also builds brand loyalty among the target audience. This in turn would ensure that Pixel is positioned as the ideal city car. It would also yield long lasting, sustainable ROI, in terms of increased car sales and a charismatic brand presence in the American market.

The following images were purchased solely to be used for comp purposed during the proposal process. If the client accepts the proposal, then the client must purchase the license(s) for:

Humster3Dwww.humster3D.comCopyright: Humster3D Team3D renders of Tata Pixel

Borja Bonaquewww.borjabonaque.comCopyright: Borja BonaqueIllustrated urban backdrop in moodboard and toolbox

Dezignuswww.dezignus.comCopyright: ArtShare.ruVector glamour girls.

references

image sources

Bloomberg BusinessWeek. (May 9, 2008). Inside the Tata Nano Factory. Retrieved March 4, 2014, from http://www.businessweek.com/stories/2008-05-09/inside-the-tata-nano-factorybusinessweek-business-news-stock-market-and-financial-advice

Felton, George. (2006). Advertising Concept & Copy. W.W. Norton & Co., New York.

Financial Times. (September 20, 2013). Generation Next: Entertainment. Retrieved March 4, 2014, from http://www.lexisnexis.com.oclc.fullsail.edu:81/lnacui2api/api/version1/getDocCui?lni=59D2-88T1-DXXV-42J1&csi=293847&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240&perma=true

Google Think Insights. (2012). Retrieved from http://www.thinkwithgoogle.com/collections/zero-moment-truth.html

Huffington Post. (March 12, 2014). The Millennial Man Child Grows Up. Retrieved March 11, 2014, from http://www.huffingtonpost.com/maude-standish/the-millennial-man-child-grows-up_b_3461622.html

Insites Consulting. (2013). Retrieved March 23, 2014, from http://www.insites-consulting.com/infographic-millennials-social-media/

Mick, J. (2013). Ford sees a manual comeback. Targets Gen Y. Retrieved on March 11, 2014,from http://www.dailytech.com/Ford+Sees+a+Manual+Comeback+Rebukes+Consumer+Reports+Targets+Gen+Y+Ads/article30191.htm

Pew Research Center. (February, 2010). Social and Demographic Trends. Retrieved on March 23, 2014, from http://www.pewsocialtrends.org/2010/02/24/millennials-confident-connected-open-to-change/

Stavola, N. (October 25, 2012). Marketing to Millennials: What you need to know. Retrieved from http://blog.thepitagroup.com/2012/marketing-to-millennials-what-you-need-to-know/Siba Graphics. The Meaning of Colors. Retrieved March 23, 2014, from http://www.sibagraphics.com/colour.php

Tata Pixel. (2011). Retrieved March 4, 2014, from http://www.tatapixel.com/default.asp

Typedia. (2012). Swiss 721. Retrieved March 27, 2014, from http://typedia.com/explore/typeface/swiss-721/view-all/

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Bus shelter template. Retrieved from http://www.fordesigner.com/maps/5980-0.htmRoadside blank billboard. Retrieved from http://4-designer.com/2013/07/Roadside-blank-billboards-HD-picture/#.VCmS40vF_1pGrunge texture. Retrieved from http://www.tofurious.com/post-production/grunge-textures/

Image ID: 184461764Copyright: dinodentistOrigami penguins isolated on the white background



Image ID: 219084271Copyright: baitong333car key with remote control

Image ID: 163058009Copyright: imagedb.comMan celebrating his success while playing game

Image ID: 83933887Copyright: Oleksiy MarkBlack stylish glossy widescreen TFT display

Image ID: 211761238Copyright: makicifuBlank metal billboard on white background

Image ID: 139255409Copyright: ArtensA large group of people in the office center. Urban scene.

Image ID: 156302222Copyright: Vector HouseBlank spiral notepad notebook and front cover

Image ID: 212517343Copyright: Kaspars GrinvaldsYoung creative woman working with computer

Image ID: 144206893Copyright: DenphumiHands with pencil writting something

Image ID: 132044030Copyright: Peshkovapaper card on white wall

Image ID: 141816769Copyright: Olesia Bilkeifamily walking the city street, casual lifestyle

Image ID: 119132194Copyright: ArtensA group of young people. Panorama. Urban landscape.

Image ID: 159286760Copyright: Tyler OlsonHappy college students walking together on campus

Image ID: 139255337Copyright: ArtensA large group of young people. Urban scene.

Image ID: 218239030Copyright: Monkey Business ImagesFemale university student using digital tablet

Image ID: 218240056Copyright: Monkey Business ImagesMale university student using laptop in classroom

Image ID: 218235439Copyright: Monkey Business ImagesFemale university student using laptop in classroom

Image ID: 213001702Copyright: ZurijetaCollege female student holding many books

Image ID: 208789324Copyright: g-stockstudioHandsome young African man holding books

Image ID: 206878402Copyright: nenetusGroup of beautiful girls looking at the shop window

Image ID: 63205534Copyright: LuckyImagesA happy family with kids on the couch

shutterstockwww.shutterstock.com

Dollar Photo Clubwww.dollarphotoclub.comFile #58473952Copyright: sellingpixVector Background Eco Abstract

Web Images

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