Zest from Tata Motors – a new sedan was to soon be launched.
Our challenge was to make the launch a success in the midst of a major auto category slowdown. To complicate matters further, this was also a time when Tata Motors was losing its sheen.
Hence our task was beyond just building awareness – to build conviction and motivate trials.
Planning & Execution
We worked on a two simple insights:
The best way to build consideration is to use the strongest influencers
The best way to induce test drives is to create the strongest triggers
We knew the auto experts who are strongest influencers were impressed with Zest.
So to build instant consideration, what if we managed & got all the key auto experts reviews on a single page? Not easy to get approvals from 24 auto experts from different publications to appear on one page. But we did.
However reading auto expert reviews and and personal experience are two different things. What if we could give every reader an actual personal metal key at their doorstep?
Impossible to think, but we did it!
Thus was born “Zestful Drive”- the biggest test drive initiative ever executed that has re-written the rules on innovation in history of automobiles for never before level of ROI efficacy.
For a daunting task like ours, we required both the might and convictions of the biggest players.
It was the first time ever that 60 lakh customized keys, each with a unique id were delivered to the door step of our TG with endorsements from 24 auto experts across 23 different markets on the front page of India’s leading English daily - TOI across its markets. Each key also carried the opportunity to win a Zest for those taking the test drive.
We decided to get TOI to partner us in this challenge given that:
1. For our target, TOI had the highest reach and prospective TG affinity across India
2. Own required infrastructure network capabilities (production, circulation & distribution)
3. What mattered most was they equally matched our ambition and hunger to champion the print ROI cause
We also created India’s 1st real time basis test drive tracker app for 350 Tata Motors dealerships across India.
Effectiveness / Results
Post the innovation, thousands of prospects flocked to 841 dealerships & experienced the Zest.
Zest media launch is now a marketing case study with 10,000 bookings in 2 weeks of launch, outsold established player Amaze in month 2 by huge numbers.
• The key to innovation led to 6X better ROI ,compared to similar media investment
• 64% respondents found it very innovative
• Achieved 83% brand awareness and TOM recall of 97%
• Millions of tweets appreciating the #ZestfulDrive innovation,
Most importantly, the key to innovation drove the right customers to the dealerships leading to better conversion and sales.