Tata Nano conducts mall promotions

| Marketing | August 29, 2012 | News

Orienta Cine Advertising is currently executing the fourth phase of Tata Nano's promotions at 18 malls across the country in cities like Mumbai, Delhi, Kolkata, etc. The promotions, which began on Aug. 11 and will conclude on Sept. 2, take place only on weekends. The campaign's objective is to fundamentally impart an experience of the car via engagement in product-based games and test drives. The whole activation was planned in a manner that it could support the database generation of potential buyers and persuade them for test drives, with the expectation of further sales.

There were simple games like snakes and ladders, a special game called Khushiya Ki Chaabi, and jigsaw puzzles with the image of the car. Winners of the games won gifts and freebies like specially branded Tata Nano t-shirts, key chains, umbrellas, etc. There was also branding on mall facades and parking premises. The campaign had a tie-up with multiplexes, which were a part of the mall, where the activations took place in order to drive potential customers to the activation area. Inside the multiplex lobby, there were posters that stated, ‘Har Seat Nano Seat', near screen entrances. Screens were selected on the basis of movies and, during the interval, lucky seat numbers were announced and gift hampers were handed out to those movie goers.

Interested customers who proceeded for an on-the-spot booking of the car got Samsung Smart mobile handset as a gift. Two cars were parked in the mall parking lot for interested customers, so they could go for an on-the-spot test drive. Contestant forms were made to be filled by interested customers for test drives and by the end of the activity, one lucky draw contest was held.

Commenting on the promotions, Ketan Lakhani, Director, Orienta Cine Advertising said: "After being briefed about what Tata wanted, we exchanged a few ideas, which led to our appointment. Orienta's tasks involved buying space, reporting, providing media and closure, ideation, execution and manpower. Premium malls across the key cities were scrutinized and selected. However, the process of space buying involved severe planning and scheduling of the space as per requirement before finalizing. It was conceptualised after concerning the client's need and interest. Activation games were planned that were based on the car. Right from the setup, designing, printing, and fabrication, including the backdrop for Tata Nano, standees and other gaming material was solely executed by Orienta, in coordination with its own vendor. Emcees from three promoters were hired to conduct the activity efficiently and effectively."

Vipul Mishra, Divisional Manager - Marketing, Nano Product Group, said: "Malls have come across as an engaging medium with huge footfalls and are captive in nature. It gave great opportunities for both prospective customers and the brand to interact with each other with rewards like Samsung Smart phones for on the spot bookings with minimum amount acted as the icing on the cake. Being India's most fuel efficient petrol car, Tata Nano is an affordable car with best-in-class features like A/C, spacious and stylish interiors, shortest turning radius, SUV-like ground clearance and 4 years / 60,000 km unmatched warranty which were experienced by prospective customers through test drives. This has given us very good responses."

Orienta Cine Advertising was appointed to carry out the promotions in 18 malls across the country.

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