Tata Motors is a leading global automobile manufacturer of cars, utility vehicles, buses, trucks and defence vehicles. Its marque can be found on and off-road in over 175 countries around the globe. The Tata Motors family includes Jaguar Land Rover and Tata Daewoo.
Tata Motors wanted to launch TAMO on digital media and establish its own unique identity while keeping its connect with the parent brand. The mandate involved an initial campaign to create a buzz around TAMO while maintaining confidentiality and not allowing a hint of its connection to the company. The next step was to unleash the new sub-brand on social media with maximum impact on the day of the launch event (Feb 2nd 2017).
To create a buzz about an upcoming announcement, we did a series of teasers which only specified the date of the event. These teasers followed the TAMO design pattern and were designed to spark interest and curiosity. Viewers engaged in conversations as they tried to guess. The teaser phase saw huge engagement with a lot of positive comments towards the brand.
On the day of the event, we continued to build up the excitement with a few hints as to what this launch would mean for the Indian automotive industry. We live tweeted during the event and as soon as TAMO was launched, we launched the TAMO social media handles.
The buzz creation and the campaign ultimately led to three hashtags trending organically on Twitter on the day of the event.
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