Bhawana Anand, New Delhi
TIAGO, the new hatchback from Tata Motors with cutting edge design, technology and driving dynamics was recently launched with a clutter breaking OOH campaign. Part of Madison OOH- Platinum Outdoor, the AOR for Tata Motors planned and executed the entire campaign across 70+ cities/towns in metros, Tier II and Tier III cities.
To create the continuous buzz in the market, the campaign had lunch in two phases; first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to give away the car's experience to the consumers.
On the day of the launch, the agency conceptualized a clutter breaking idea to highlight different features of the car through larger than life installations at multiple locations. Some of these include, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi's cut-out and a Tiago Zone at one of the busiest junction in Mumbai.
"Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets", explains Dipankar Sanyal, CEO, Platinum Outdoor.
Madison OOH has been utilizing its recently announced indigenously developed suite of planning tools to offer a more robust outdoor planning service to its clients. The suite includes Madison Vu-on-street: a complex site selection and plan evaluation tool in an easy-to-use software that covers 18,000 large format sites in top 18 cities of the country. Madison Vicinity enables creating multi touch point centric plans at a macro level and even provides an opportunity to do micro level hyper localization. Madison Maxemiser facilitates the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.