The Fantastico Tiago Multi-City Drive for TATA Loyalists By Inextis Events
by EVENTFAQS Bureau Marketing | July 13, 2016 | News
TATA Motors is driven by design, technology and continually strives towards excellence. Thus, stemming the relationship with Inextis Events that worked with exactly the same attributes to design a customer experience drive for the TATA loyalists. The agency was assigned the task to curate Fantastico Drive for their brand new zippy car, Tiago, in Mumbai and Bangalore, respectively.
The brief given to Inextis was to design a powerful campaign, which would expand the footprint of Tiago on the city roads, and since it was the first customer engagement event for Tiago owners, it had to have the best features of the car i.e. design, technology and excellence.
Inextis created an experience by combining the best of the above and designed the Fantastico Tiago Drive.
Mumbai event on June 12 was a 16.2 kms drive that had over 42 Tiago owners with their families being a part of the Fantastico Drive. The event witnessed an attendance of over 100 people. While, the Bangalore drive on June 19 covered a distance of 12 kms with over 54 Tiago owners and their families. The drive had over 250 attendees.
On the innovation front, the agency reveals that there were lots of Fantastico visuals for the car owners, ranging from painted tyres, branded flags and a huge cutout of #TiagoItsFantastico to generate a photo opportunity. Go Pros, 5D Cameras and Drones were also used to capture the entire event and to grab customer testimonials.
Excellence was achieved by visualization in highlighting the various brand attributes of Tiago through various engagements. Right from the trendy Tiago wrist bands at registration, to innovative photo ops and funky printed mugs. Even the route for the drive was selected to give the consumers the joy of driving with the Tiago family for the first time and to provide the best driving experience.
Further revealed by Inextis, the campaign was also backed by radio with RJs from Big FM on-ground to facilitate customer experience on air. LIVE bytes were captured throughout the event and customer testimonials were aired online. The entire event was also backed by the digital team with LIVE tweets being broadcasted.
On executing the back-to-back Tiago drives, Dhruv Davar, CEO, Inextis Events commented, “It’s always fun working with TML, given the long standing relation there’s a lot of trust that the brand has on Inextis which allows us to stretch our wings. The biggest challenge in such an event is along with fulfilling the objective of the event, you have to be extremely conscious about the customers experience every step of the way. Understanding how Tiago is so exciting on social media, as an on-ground agency there’s flexibility required in working with other stake holders i.e. Creative, Media & Digital teams. Given the fact, we had done a rally for Tata Zest earlier this year, which got Zest and Inextis into the Asia Book of Records, the experience came handy to be able to execute back to back events of such a magnitude within 7 days lead time.”
Remarking on the effective administration of the multi-city drive, Mayank Prakash, Marketing Manager, TATA Motors added, “Inextis Events have helped us in executing brand activations for multiple brands in the past. The quality of work is exceptional and the team is very responsive and dependable. Keeping all this in mind, we chose to go ahead with Inextis events to execute Fantastico Tiago Drives. The event was planned well and all the deliverables were met. I though the team was very flexible and therefore they had the bandwidth to adjust to last minute changes and pull off a great event. The highlight of the event was that towards the end of both Mumbai and Bangalore drives, we were able to delight 100s of our early Tiago customers and their families and marked the start of a lifetime relationship with them.”
The Fantastico Tiago Drive in Mumbai and Bangalore featured a host of experiential elements like branded flags and #TiagoItsFantastico cut-outs for photo opportunities.