Tata Motors’ Hexa turns 1, celebrates with #OneWithTheRoad campaign
Designed and conceptualised by WATConsult, the campaign highlights the emotional values of the customers with brand Tata Motors
WATConsult, the digital and social media agency from Dentsu Aegis Network India and Tata Motors, have launched a digital campaign, #OneWithTheRoad to mark the first anniversary celebration of lifestyle SUV brand Tata Hexa.
#OneWithTheRoad campaign highlights the special bond that Hexa owners share with their cars. Hexa’s one-year anniversary was a special occasion and, hence, the brand sought to add a personal touch to its communication to induce user generated content by creating traction on various social media platforms.
With an aim to connect personally with Hexa owners and create a buzz online, an exciting contest was launched wherein participants were asked to post pictures or videos of their Hexa driving experiences, road trips and community activities on Facebook, Twitter and Instagram tagging Tata Motors and adding the hashtag #OneWithTheRoad.
In addition to #OneWithTheRoad, the other hashtags that aided in amplification on Instagram were #TataHexa, #HexaAnniversary, #TataHexaOwners. And it didn’t stop there! Participants were also asked to fill up a form that asked them to describe their Hexa in one word. The word would be turned into a Hexa Ultimate co-created badge of honour.
In an attempt to generate leads for participation, the campaign was preceded by a captivating teaser:
The teasers was followed by the launch video/promo film:
Rajiv Dingra, Founder and CEO, WATConsult said, “The idea was to get up and close with our customers which would help us tap the one-year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa's valuable customers and highlighted a lot memories that they have built with Tata’s Hexa in the year gone by.”
Vivek Srivatsa, Head- Marketing, PVBU, Tata Motors, "We are delighted to see the kind of fan following Hexa has seen in a year's time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond, we wanted to roll out a campaign and we were delighted to partner with WATConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign."
#OneWithTheRoad garnered a 68.3% follower growth on Instagram and a 11.23% follower growth on Twitter. The platform that worked best when it came to increasing the reach was Facebook. However, Instagram got the best engagement.
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