The 'Tata Indica V2 Petrol Test Drive' online campaign is part of a larger multimedia push by Tata Motors, through which the auto major is encouraging test drives by offering a free car every week. The campaign will last for six weeks and marks a run-up to Tata Motors' 50th anniversary on October 15.
M G Parameswaran, executive director of FCB, said: "The objective is to increase footfalls at the dealer outlets for test drives across top 20 cities in India. And for this the strategy is to develop high impact creative with large units (in the face) and attract attention of netizens.
Also, to attract people aged 25 to 35 who could be potential customers of the Indica V2.
"We saw that there was a larger chunk of potential customers who were more glued to the internet rather than print and electronic media - particularly the office goers in private companies and the professionals," he said.
"Online allows us to skew our presence geographically and generate foot falls."
FCB utilised various online ad formats, including an on site home page capture. "When a person logged on to the www.tatamotors.com, after six seconds, the capture gives way to the site. The ads were placed on horizontals such as rediff.com, yahoo.com and hindustantimes.com and innovations on sites (site captures), leading to the registration page and targeted creative (banners, pop-ups, large units) exposures."