Tata Motors recently launched an upgraded version of its entry-level SUV Sumo Gold. The launch was supported by a campaign, titled ‘Stop the Unstoppable Car’, which took users through multiple challenges and piqued their interest in the car. The activity was also hosted on the Tata Sumo official website.
The campaign was supported on the mobile medium, which targeted millions of impressions on premium and non-premium news, business, finance, sports, entertainment genres across OS systems in the urban markets. The rural market was targeted via outbound dealer activities with offers and schemes. The media was skewed towards males, 25+, Sec B.
The objective of the activity was to make the user aware of the new features of the car in an interactive manner by building a story around the same and by throwing a challenge to try and stop the ‘unstoppable’ car. The activity was run pan India.
Speaking to exchange4media, Delna Avari, Head - Marketing Communication & Services, Tata Motors said, “With the new Tata Sumo Gold, we are positioned with an offering for the personal segment buyer, offering tried and tested qualities of begin powerful, rugged, spacious and comfort, offering maximum utility, with inbuilt entertainment, values that a personal car buyer would like to have.”
Avari added, “The new Tata Sumo Gold has been conceived keeping in mind keeping these current trends, with customer feedback playing an important role in offering them with a comfortable entry-level SUV that is not only convenient to own, but also offers maximum utility and driving pleasure.”