Marketing Case Study on the   Mumbai Wall Book
MARKETING CASE STUDY                       Overview
OVERVIEW   Mumbai WallBook, a case study of Branding and                            CSR going hand-in-hand                ...
OVERVIEW   Mumbai Wallbook at a Glance                            • Over 500 professional painters participated in the eve...
MARKETING CASE STUDY                       Challenges                        • Communication                        • Even...
CHALLENGES   Communication                           • Communicating the message across Mumbai within a very short time to...
MARKETING CASE STUDY                       Strategy
STRATEGY   • Conduct pre-event PR activity to highlight the social responsibility objectives                         of Ta...
MARKETING CASE STUDY                       Tactics
TACTICS   • Use of offline PR activities using traditional media                                 • Splash screen on Tata H...
HoardingsMARKETING CASE STUDY
OUTDOOR HOARDINGS                       AT PROMINENT LOCATIONS ACROSS MUMBAI                       Location: Tulsi Pipe Ro...
OUTDOOR HOARDINGS                                            AT PROMINENT LOCATIONS ACROSS MUMBAI              Location: V...
Splash ScreenMARKETING CASE STUDY
SPLASH SCREEN                       ON TATA HOUSING WEBSITEMARKETING CASE STUDY
MARKETING CASE STUDY
FACEBOOK                       BANNER ADVERTISEMENTMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
FACEBOOK DAILY POSTSMARKETING CASE STUDY
MARKETING CASE STUDY
TWITTER’S DAILY TWEETSMARKETING CASE STUDY
TWITTER’S DAILY TWEETSMARKETING CASE STUDY
MARKETING CASE STUDY
YOUTUBEMARKETING CASE STUDY
Pre Event                       Media CoverageMARKETING CASE STUDY
PRE EVENT                                                      MEDIA COVERAGE                                             ...
PRE EVENT                             MEDIA COVERAGE                                 Mid-Day | May-20       Navshakticapti...
PRE EVENTRADIO COVERAGE
Event StillsMARKETING CASE STUDY
EVENT STILLS
EVENT STILLS
EVENT STILLS
EVENT STILLS
Wall PaintingsMARKETING CASE STUDY
MUMBAI WALL PAINTINGSMARKETING CASE STUDY
MUMBAI WALL PAINTINGSMARKETING CASE STUDY
MUMBAI WALL PAINTINGSMARKETING CASE STUDY
MUMBAI WALL PAINTINGSMARKETING CASE STUDY
MUMBAI WALL PAINTINGSMARKETING CASE STUDY
MARKETING CASE STUDY                       Results
RESULTS   Massive PR Mileage for Tata Housing                             • 9 TV Channels, 2 Radio Stations, 20 Print Publ...
Post Event                       Media CoverageMARKETING CASE STUDY
PRINT MEDIA COVERAGE                                            TATA HOUSING MUMBAI WALLBOOK                       Afterno...
PRINT MEDIA COVERAGE                                          TATA HOUSING MUMBAI WALLBOOK              Hamara Mahanagar |...
PRINT MEDIA COVERAGE                                           TATA HOUSING MUMBAI WALLBOOK                               ...
PRINT MEDIA COVERAGE                                    TATA HOUSING MUMBAI WALLBOOK                 Mid Day | May 21     ...
PRINT MEDIA COVERAGE                            TATA HOUSING MUMBAI WALLBOOK                       Punya Nagri | May 21   ...
PRINT MEDIA COVERAGE                       TATA HOUSING MUMBAI WALLBOOK                                 Prahaar | May 21Na...
TELEVISION MEDIA COVERAGE                       TATA HOUSING MUMBAI WALLBOOK                                              ...
TELEVISION MEDIA COVERAGE                       TATA HOUSING MUMBAI WALLBOOK                                              ...
SELECT ONLINE MEDIA COVERAGE                       TATA HOUSING MUMBAI WALLBOOK          BBC                     Best Medi...
Thank You!MARKETING CASE STUDY
Mumbai Case Study
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Mumbai Case Study

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Mumbai WallBook, a case study of Branding and CSR going hand-in-hand

Mumbai WallBook, was a CSR initiative driven with an endeavor to beautify the defaced city walls, with the creative theme based paintings by professional painters.

The event was conceptualized by Brand Promotions and was supported by Tata Housing. Though Tata Housing, initially was only associated with the event as a title sponsor, but eventually the marketing team spearheaded the entire awareness campaign creating huge buzz in the city before and after the event.

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Mumbai Case Study

  1. 1. Marketing Case Study on the Mumbai Wall Book
  2. 2. MARKETING CASE STUDY Overview
  3. 3. OVERVIEW Mumbai WallBook, a case study of Branding and CSR going hand-in-hand Mumbai WallBook, was a CSR initiative driven with an endeavor to beautify the defaced city walls, with the creative theme based paintings by professional painters. The event was conceptualized by Brand Promotions and was supported by Tata Housing. Though Tata Housing, initially was only associated with the event as a title sponsor, but eventually the marketing team spearheaded the entire awareness campaign creating huge buzz in the city before and after the event.MARKETING CASE STUDY
  4. 4. OVERVIEW Mumbai Wallbook at a Glance • Over 500 professional painters participated in the event • The perception of Wall Paintings as Graffiti was changed into over 1000 meter large canvas of professional painted master art piece • Almost every known media covered the event, including TV, Radio, Print, Bloggers and Photographers PR Objectives • To position Tata Housing as a real estate developer who cares for the city • To highlight Tata Housing’s affinity towards art and culture symbolized in its projects across IndiaMARKETING CASE STUDY
  5. 5. MARKETING CASE STUDY Challenges • Communication • Event Organisation
  6. 6. CHALLENGES Communication • Communicating the message across Mumbai within a very short time to ensure robust participation • Ensure that the communication had emotional buy-in • Create interest around the initiative from a social responsibility perspective • Getting people out on the street for the event on a HOT summer Sunday in Mumbai Event Organisation • Ensure order and smooth event management • Materials requirements • PR activities during the event • Recording event • Using only Social Media for registrations and mass reachMARKETING CASE STUDY
  7. 7. MARKETING CASE STUDY Strategy
  8. 8. STRATEGY • Conduct pre-event PR activity to highlight the social responsibility objectives of Tata Housing • Pre-event PR to enhance activity based coverage and recall • Outdoor advertisement to promote event – focus on creativity in all – artist and common citizens • Communication activity in social media forums (Facebook and twitter) to increase interaction with THDC fans and create viral impact with a focus on Mumbai to increase physical presence on activity site and also to encourage participation on creative line in multiple locations • Increase traffic to Tata Housings face book profile to increase fan base and hence greater interaction with current and prospective customers • Promote Tata Housing CSR initiativeMARKETING CASE STUDY
  9. 9. MARKETING CASE STUDY Tactics
  10. 10. TACTICS • Use of offline PR activities using traditional media • Splash screen on Tata Housing website • Specific Facebook page for activity within Tata Housings Facebook account • Targeted advertisement banners through Facebook to direct traffic to the relevant Facebook page and encourage interaction • Outdoor advertising to encourage greater local involvement • Invite local artist / personalities to enhance event profileMARKETING CASE STUDY
  11. 11. HoardingsMARKETING CASE STUDY
  12. 12. OUTDOOR HOARDINGS AT PROMINENT LOCATIONS ACROSS MUMBAI Location: Tulsi Pipe Road ( Opposite Johnson & Johnson)MARKETING CASE STUDY
  13. 13. OUTDOOR HOARDINGS AT PROMINENT LOCATIONS ACROSS MUMBAI Location: Vashi Station (Vashi Plaza) Location: Ghatkopar Station (Opp. Bharat Café)MARKETING CASE STUDY
  14. 14. Splash ScreenMARKETING CASE STUDY
  15. 15. SPLASH SCREEN ON TATA HOUSING WEBSITEMARKETING CASE STUDY
  16. 16. MARKETING CASE STUDY
  17. 17. FACEBOOK BANNER ADVERTISEMENTMARKETING CASE STUDY
  18. 18. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  19. 19. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  20. 20. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  21. 21. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  22. 22. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  23. 23. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  24. 24. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  25. 25. FACEBOOK DAILY POSTSMARKETING CASE STUDY
  26. 26. MARKETING CASE STUDY
  27. 27. TWITTER’S DAILY TWEETSMARKETING CASE STUDY
  28. 28. TWITTER’S DAILY TWEETSMARKETING CASE STUDY
  29. 29. MARKETING CASE STUDY
  30. 30. YOUTUBEMARKETING CASE STUDY
  31. 31. Pre Event Media CoverageMARKETING CASE STUDY
  32. 32. PRE EVENT MEDIA COVERAGE Saamna | Pg-9 | May-17 Prahar | Pg-2 | May-17 Hindustan Time (HT Cafe) | Pg-5 | May-17 Pudhari | Pg-3 | May-17 Divya Bhaskar | Pg-2 | May-17MARKETING CASE STUDY
  33. 33. PRE EVENT MEDIA COVERAGE Mid-Day | May-20 Navshakticaption here, if required… Navakal | Pg-3 | May-17 DNA | May-19
  34. 34. PRE EVENTRADIO COVERAGE
  35. 35. Event StillsMARKETING CASE STUDY
  36. 36. EVENT STILLS
  37. 37. EVENT STILLS
  38. 38. EVENT STILLS
  39. 39. EVENT STILLS
  40. 40. Wall PaintingsMARKETING CASE STUDY
  41. 41. MUMBAI WALL PAINTINGSMARKETING CASE STUDY
  42. 42. MUMBAI WALL PAINTINGSMARKETING CASE STUDY
  43. 43. MUMBAI WALL PAINTINGSMARKETING CASE STUDY
  44. 44. MUMBAI WALL PAINTINGSMARKETING CASE STUDY
  45. 45. MUMBAI WALL PAINTINGSMARKETING CASE STUDY
  46. 46. MARKETING CASE STUDY Results
  47. 47. RESULTS Massive PR Mileage for Tata Housing • 9 TV Channels, 2 Radio Stations, 20 Print Publications, 30 Online websites/bloggers covered the event • Garnering a MAV (Media Advertising Value) of over Rs.1 Cr • Huge Buzz on the social media, increasing Tata Housing’s Facebook fanbase by over 15,000 fansMARKETING CASE STUDY
  48. 48. Post Event Media CoverageMARKETING CASE STUDY
  49. 49. PRINT MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Afternoon | May 21 DNA | May 21MARKETING CASE STUDY
  50. 50. PRINT MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Hamara Mahanagar | May 21 Gujarat Samachar | May 21MARKETING CASE STUDY
  51. 51. PRINT MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Hindu Business Line | May 21 Indian Express | May 21 Hindustan Times | May 21 Lokmat | May 21MARKETING CASE STUDY
  52. 52. PRINT MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Mid Day | May 21 Mumbai Mirror | May 21MARKETING CASE STUDY
  53. 53. PRINT MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Punya Nagri | May 21 Mumbai Samachar | May 21MARKETING CASE STUDY
  54. 54. PRINT MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Prahaar | May 21Navbharat | May 21 Navshakti | May 21MARKETING CASE STUDY
  55. 55. TELEVISION MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Sahara Samay Zee 24 Taas Star MaazaMARKETING CASE STUDY
  56. 56. TELEVISION MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK Sahara Samay Aaj Tak Tej (Aaj Tak)MARKETING CASE STUDY
  57. 57. SELECT ONLINE MEDIA COVERAGE TATA HOUSING MUMBAI WALLBOOK BBC Best Media Info Mdi-Day.comMARKETING CASE STUDY
  58. 58. Thank You!MARKETING CASE STUDY

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