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Mall activation for TATA Nano

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A Case Study of the campaign 'Khushiyon Ki Chaabi' for Tata Nano in Malls to support the database generation of potential buyers. ...

A Case Study of the campaign 'Khushiyon Ki Chaabi' for Tata Nano in Malls to support the database generation of potential buyers.

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Mall activation for TATA Nano Mall activation for TATA Nano Presentation Transcript

  • CASE STUDYMALL  ACTIVATION FOR TATA NANO, EXECUTED BY ORIENTA CINE ADVERTISING.
  • Khushiyon Ki Chaabi       Activation Detail Product’s brief: TATA NANOObjective: The Campaign’s objective was to  Tata Nano is an inexpensive, rear‐engined, four‐fundamentally impart a  splendid experience of   passenger city car  launched  in  Jan 2008, built by the Indian NANO via  engagement in product based exciting games and further some test drives (across several  company Tata Motors and is aimed primarily at the Malls at key cities PAN India). Despite this, the whole  Indian domestic market. The Nano has also become a activation was planned in a manner that it could  status symbol in its home market of India, where it  provides support the database generation  of potential buyers  an opportunity for new car ownership for  people who would and persuade them for test‐drive expecting further  otherwise never own one, and for the wealthy to  join the sales. trend. Time Span Duration:2 days, sat‐sun  From 27th August – 2nd October.(Every Weekend) Cities Covered‐24 cities( 35 Malls) across- ‐ Maharashtra ‐  Gujarat ‐ Madhya Pradesh ‐Rajasthan  ‐Delhi / NCR ‐ Karnataka ‐ Andhra Pradesh ‐Tamil  Nadu   ‐ Kerala ‐ West Bengal ‐Orissa ‐ Assam – UP‐Punjab 
  • ACTIVATION PROGRAMMES NANO CAR FREE PARKING MINI NANO RACE Free Mall Parking  for TATA  NANO  Car.6 cars, each allotted to one participant and a following process of  product based Q/A.THE NANO RACE , is an engaging game in  FREE NANO TEST DRIVEwhich the cars move on the basis of participant’s answers. Two NANO Cars were Parked in Mall Parking area  Each answer makes the car move one step ahead, the participant   forwhose car reaches the top in minimum time was considered  Interested customer for  the ON‐SPOT test drive. winner , and was obliged with merchandised Contestant  NANO stuff .Duration ‐10 minutes forms were made to be be filled by  interested  customers for test  drive  and by the end of the activity schedule, one  lucky  draw contest was held declaring gifts like ‐I pad,  Laptop Bag  and Reebok watches for the lucky winners.FIND YOUR “ KHUSHIYO KI CHAABI “          The participant had to find the right key from the fish bowl  BRANDING IN THE MALLSrandomly  and got to open all the boxes of T‐shaped NANO  Giving a value ad to the whole activation, we Stand in a span of one minute. served TATA NANO with Mall branding too, at   Mall Parking premises and Multiplex lobbies. The  best of the sites and the vantages of were  scrutinized and used  for the promotion of the  product  simultaneously. SPOT BOOKING FOR NANO Interested customers who proceeded for  ON SPOT  Booking  of TATA NANO Car, got the Nokia   mobile hand set free as a Gift.
  • A Tie-up with Multiplex. HAR SEAT NANO SEATA tie-up with Multiplexes was be done .Inside the Multiplex Lobby, there was brandingabout standee positioned about “HAR SEAT NANO SEAT”. Out of all available Audis(present in the respective Multiplex) , one chief audi was selected where the slide wasscreened during the interval ,announcing about the lucky seat Number whose beholder wasentitled with a gift hamper from NANO.
  • Role of OrientaSpace Buying: Premium malls across the key cities were scrutinized and selected. However, the process of Space buying involved severe planning and scheduling of  the space as per requirement and were finalized at the best of possible rates. ConceptualizationAfter concerning the client’s need and interest, interesting and entertaining activation  games were planned that encompasses around the product. The activation took place besides the ongoing privileges forNANO customers and those booked NANO on the spot.Execution & Manpower: Entire Printing & Fabrication including backdrop for  TAT NANO, standees and other gaming material was solely executed by Orienta  in coordination with its vendor. Three Promoters, an emcee were in work to conduct the activity efficiently and effectively. Reporting: After the completion of the activity , Photographs and the Database of  the activity were sent across to the client updating with the entire project report .
  • Thank YouBy Orienta Cine Advertising
  • C S S UD E A E T IS