Inextis Events created a customer experience drive for the brand new zippy car, Tiago from Tata Motors.
Tata Motors is on a journey of transformation for changing the perception of the people towards its passenger cars category. Tiago has been positioned as the car of the youth. The brief given to Inextis was to design a powerful campaign, which would successfully expand their footprint of Tiago on the city roads, and since it was the first customer engagement event for Tiago owners it had to have the best features of the car i.e. design, technology and excellence.
Inextis Events created an experience stemming from the brief given and designed the “Fantastico Tiago Drive”.
Fantastico visuals were designed for the cars, right from painted tyres, branded flags and a larger than life cutout of #TiagoItsFantastico specially designed to generate a photo opportunity.
To ensure the best use of technology during the event, the agency brought out Go Pros, 5D Cameras and Drones which were used to capture the entire event and to grab customer testimonials.
Visualization was used for highlighting the various brand attributes of Tiago through various engagements. Right from the trendy Tiago wrist bands at registration, to innovative photo ops and funky printed mugs. Even the route for the drive was selected to give the consumers the joy of driving with the Tiago family for the first time and to provide the best driving experience. Innovative and youthful games were played at the finale of the drive.
The Fantastico Tiago Drives was held in two cities Mumbai and Bangalore on the 12th and 19th of June respectively.
Mumbai on 12th June – a 16.2 kms drive that had 42 Tiago owners with their families being a part of the Fantastico Drive the event witnessed an attendance of 100 people.
Bangalore on 19th June – was a 12 kms drive that had 54 Tiago owners and with their families being part of the Fantastico Drive the event witnessed an attendance of 250 people
The campaign was also backed by radio, with RJs from Big FM on-ground to facilitate customer experience on air. Live bytes were captured throughout the event and customer testimonials were aired online. The entire experience was also amplified by the digital team with live tweets being broadcasted.
Speaking of the Association Mayank Prakash, Marketing Manager, Tata Tiago said, “Inextis events have helped us in executing brand activations for multiple brands in the past. The quality of work is exceptional and the team is very responsive and dependable. Keeping all this in mind, we chose to go ahead with Inextis events to execute Fantastico Tiago Drives. The event was planned well and all the deliverables were met. I though the team was very flexible and therefore they had the bandwidth to adjust to last minute changes and pull off a great event. The highlight of the event was that towards the end of both Mumbai and Bangalore drives, we were able to delight 100s of our early Tiago customers and their families and marked the start of a lifetime relationship with them.”
Dhruv Davar CEO Inextis Events Pvt Ltd quoted “It’s always fun working with TML, given the long standing relation there’s a lot of trust that the brand has on Inextis which allows us to stretch our wings. The biggest challenge in such an event is along with fulfilling the objective of the event, you have to be extremely conscious about the customers experience every step of the way. Understanding how Tiago is so exciting on social media, as an on ground agency there’s flexibility required in working with other stake holders i.e Creative, Media & Digital teams. Given the fact we had done a rally for Tata Zest earlier this year, which got Zest and Inextis into the Asia Book Of Records the experience came handy to be able to execute back to back events of such a magnitude within 7 days lead time.”
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