

WATConsult, the digital and social media agency from Dentsu Aegis Network India and Tata Motors launched a digital campaign, #OneWithTheRoad to mark the first anniversary celebration of its lifestyle SUV brand, Tata Hexa.
#OneWithTheRoad campaign highlighted the special bond that Hexa owners share with their cars. Hexa’s 1-year anniversary was a special occasion and, hence, the brand sought to add a personal touch to its communication to induce user generated content by creating traction on various social media platforms.
With an aim to connect personally with Hexa owners and create a buzz online, an exciting contest was launched wherein participants were asked to post pictures or videos of their Hexa driving experiences, road trips and community activities on Facebook, Twitter and Instagram tagging Tata Motors and adding the hashtag #OneWithTheRoad.
In addition to #OneWithTheRoad, the other hashtags that aided in amplification on Instagram were #TataHexa, #HexaAnniversary, #TataHexaOwners. And it didn’t stop there! Participants were also asked to fill up a form that asked them to describe their Hexa in one word. The word would be turned into a Hexa Ultimate co-created badge of honour.
In an attempt to generate leads for participation, the campaign was preceded by a captivating teaser: https://www.facebook.com/TataMotorsGroup/videos/1631265503634054/
The teasers was followed by the launch video/Promo Film: https://www.facebook.com/TataMotorsGroup/videos/1632514466842491/
Rajiv Dingra, Founder and CEO, WATConsult said, “The idea was to get up and close with our customers which would help us tap the one year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa’s valuable customers and highlighted a lot memories that they have built with Tata’s Hexa in the year gone by.”
Vivek Srivatsa, Head- Marketing, PVBU, Tata Motors, “We are delighted to see the kind of fan following Hexa has seen in a year’s time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond we wanted to roll out a campaign and we were delighted to partner with WATConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign.”
The campaign created a lot of the right kind of noise. Each level was well placed and perfectly paced. Every phase helped propel the next; the teaser helped create the hype for the launch video. The launch video laid the groundwork for the amplification and the amplification led to immense traction and participation.
Interestingly, #OneWithTheRoad garnered a 68.3% follower growth on Instagram and a 11.23% follower growth on Twitter. The platform that worked best when it came to increasing reach was Facebook; however, Instagram got the best engagement.
-
-
99acres.com Unveils New TVC #NoTwistOn99acres
February 26, 2021 By Team PITCH -
Experience Apple like never before @ Croma with #AppleYou&Croma
February 26, 2021 By Team PITCH
-
Reliance Industries tops Fortune India 500 list for second year in a row
December 10, 2020 By Team PITCH -
-
AdLift Wins Creative Mandate for PayU India
June 10, 2020 By pitchteam
-
THE ROAD AHEAD TRADITIONAL MARKETING- “DIGITAL MARKETING”
July 25, 2019 By Anam Khan -
Marketing Herbal, the Lotus Way
July 25, 2019 By Sanstuti Nath -
Archives
- February 2021
- January 2021
- December 2020
- November 2020
- October 2020
- September 2020
- August 2020
- July 2020
- June 2020
- May 2020
- April 2020
- March 2020
- February 2020
- January 2020
- December 2019
- November 2019
- October 2019
- September 2019
- August 2019
- July 2019
- June 2019
- May 2019
- April 2019
- March 2019
- February 2019
- January 2019
- December 2018
- November 2018
- October 2018
- September 2018
- August 2018
- July 2018
- June 2018
- May 2018
- April 2018
- March 2018
- February 2018
- January 2018
- December 2017
- November 2017
- October 2017
- September 2017
- October 2015
- September 2015
- August 2015
- July 2015
- June 2015
- May 2015
- April 2015
- March 2015
- February 2015
- January 2015
- December 2014
- November 2014
- October 2014
- September 2014
- August 2014
- July 2014
- June 2014
- May 2014
- April 2014
- March 2014
- February 2014
- January 2014
- December 2013
- November 2013
- October 2013
- September 2013
- August 2013
- July 2013
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- May 2012
- April 2012
- March 2012
- February 2012
- January 2012
- November 2011
- February 2011
- December 2010
- February 2010
- January 2010
- July 2009
- February 2009
- January 2009
- February 2008
- January 2008
- September 2007
- January 2007
Leave a reply
You must be logged in to post a comment.