Tata Housing undertakes an unique initiative to engage with its social consumers. The company has designed a Facebook application that brings La Tomatina, the famous tomato fight festival of Bunol, Spain, on the user’s screen.
The app was conceptualised internally by Tata Housing to promote its township project ‘La Montana’ in Talegaon, which is based on the theme of Mediterranean lifestyle of Spain. The campaign was put together by Social Wavelength.
“We wanted to bring in the Mediterranean feel of our La Montana project at Talegaon, not only through the architecture and design but also bring in some lifestyle of Spain. This app will allow people to experience the La Tomatina festival virtually and have some fun. It also helps in developing your own community,” said Rajeeb Dash, Marketing Head, Tata Housing Development Company.
To be a part of the tomato fight, users have to visit Tata Housing’s official Facebook page and enable the application. The La Tomatina application offers a choice of seven tomatoes with various attributes such as super cool, adorable, stylish, well-travelled, peppy, celebrity and cosmopolitan. Users can splash the most suited tomato on their friend and colour their Facebook Wall Red. Friends also have an opportunity to hurl back a tomato as revenge.
The first batch of participants of the online tomato fight consisted of those who had already purchased properties at La Montana. The app enables one-on-one interaction amongst the fans.
With 25 per cent of its annual budget focussed on social media, Tata Housing has always been active in the digital space. Its Pune project, Inora Park’s entire phase one has been sold out through the online space. Tata Housing also managed to fetch 25 per cent of sales of La Montana via digital at 10 per cent of the cost as compared to print.
The brand’s ideology is ‘catch them when they are young and they would be our customer in the future’ and thus, digital helps serve this purpose.
“Tata Housing has always been on the forefront when it came to innovation in marketing. It has been the most innovative marketer in the realty space on all media platforms, with social media being the most favoured space,” concluded Dash.