After getting Lionel Messi on board and showcasing both their traits #MadeOfGreat, Tata Motors enhances their footprint in the world on social media and creates a buzz for their latest car to be launched embarking on a brand transformation journey.
DigitasLBi India and Wizcraft
The core objective of the activity was to create a buzz for Zica car, and to convey the ‘fantastico’ element of the car across social media platforms in a creative way to share the glimpse of the car’s communication thought.
The campaign invited eager fans to collectively unveil the name of the car that was be revealed under the partnership of #MadeOfGreat between Tata Motors and Lionel Messi through a series of strategically placed clues around each city.
Execution of the activity was done on Twitter and Facebook, integrating pictures and the game of ‘hunting’ clues. The campaign was majorly covered in the metro cities of India – Mumbai, Delhi, Bengaluru and Kolkata.
As part of the campaign, fans were sent around the city through a series of clues, until they arrived at the final destination where the hidden letter stood. On ground volunteers and supporters from the brand helped kick things off.
From trendy spots like Mumbai’s first Starbucks that featured as the place that’s ‘World-famous for its #FantasticoPumpkin Spice Latte’, to Delhi’s most happening places at HauzKhas Village, clues had fans searching across the cities till they discovered their letter. Each hidden letter formed the name of the yet-to-be-launched car.
— Sonakshi Devi (@SonakshiDevi25) November 22, 2015
The entire activity was themed and positioned as ‘The #Fantastico Hunt’ to tie in with the new car’s positioning – It’s #Fantastico!
While some fans stayed glued to their screens cracking clues and awaiting updates, others swarmed the streets to find the next destination – a collective effort that ended with fans capturing selfies with their city’s letter glistening in the background at popular city spots.
Amaresh Godbole, Managing Director, DigitasLBi India said, “Rather than just reveal the name of the car, our attempt, was to get the audience involved in discovering it, while sharing a sneak peek of its communication thought – ‘It’s #Fantastico’. Social media works brilliantly when combined with real world experiences, and that really added the edge to this activity.”
The whole activity managed to get a lot of fans stuck on the social media handle of the brand for the latest clue, it also helped in building engagement and getting participation.
With more than 45k mentions and almost 150M impressions, the #Fantastico hashtag was an apt concept used by the car brand. The winners of the activity were given branded merchandise.