In an effort to bring innovative solutions to the market to enhance overall customer experience, JT Special Vehicles (JTSV) – a 50:50 Joint Venture between Tata Motors and Jayem Automotives and Clevertize – a digital marketing agency initiated a pioneering collaboration to launch a test drive experience for the JTP cars that only takes 10 seconds.
This initiative will help highlight the qualities of the Tigor JTP and Tiago JTP by showcasing the acceleration of both cars from 0-100kmph in less than 10 seconds, resulting in the #10SecondTestDrive, an innovative campaign conceptualized by Clevertize.
Commenting on this first of a kind drive programme, Mr. Nagbhushan Gubbi (CEO), JTSV said, “Providing the right performance experience to a JTP customer demanded that the right approach be used in taking the brand to their screens which Clevertize has achieved by contributing to the conceptualization of this exhilarating experience. Our expectations synergized to launch this promising test drive campaign which in its current form will surely bring out further brand penetration in the mass produced performance vehicle market.”
Commenting on the campaign, Mr. Sagar Nidavani, CEO, Clevertize said “We are excited to partner with JTSV and with the quality of the product that we have at hand. If you are a racer at heart and have not tested the Tiago JTP & the Tigor JTP yet, then you are in for a pleasant surprise. No other car out there currently does 0-100 kmph in under 10 seconds at this price point. Clevertize believes in cracking a thought that’s not just beautiful and innovative yet practical and scalable. Therefore, #10SecondTestDrive struck the chord with JTP and is being appreciated by the people of Pune. Energized by the response in Pune, we should be looking at a pan India launch of the #10SecondTestDrive campaign real soon.”
As part of this campaign, JTSV has appointed JTP Rockstars who are trained for unique test drive experiences. Customers are challenged to beat the test of time and record their fastest 0 -100 Kmph timings with these vehicles in designated safe zones. The idea is to get them to feel the thrill and appeal of the racer at heart within 10 seconds!
As the media partner agency, Clevertize is in charge of demand generation and technology support for this one-of-a-kind collaboration between JTSV and the firm. This test drive is delivered directly by JTSV to ensure that each customer has a great overall experience.
3 weeks into the campaign, the number of test drives scheduled are more than the overall test drives taken since the launch of the vehicles.
With JTSV’s unique product portfolio, customers can bring out their adventurous side in their routine commute and thereby experience the ‘Joy of Motoring’ on Indian roads. As part of the its joint venture, JTSV has produced desirable performance cars for all with 3 major pillars of enhanced engine output and performance, sporty exteriors and interiors, improved driving dynamics and an enhanced aural experience.