Clear Channel Mudra executes an innovative outdoor activity for Tata Aria
The key task was to build awareness & interest around the 4X2 version as well as draw eyeballs and become an intense talking point about the brand. Clear Channel's aim was thus to build Outdoor as a support medium to print & TVC by spreading awareness and generating leads. One very important aspect was to target dealerships across India, encouraging more walk-ins & enquiries. Rather than being present at every nook & corner, the agency's strategy focused on planning in a more concentrated way to address the target audience at key commercial areas, business centres of the cities, automobile hubs, areas in the vicinity of Tata Motor's dealers & Airports.
Apart from the ongoing monsoon season in India, the biggest challenge for Clear Channel Mudra was to gain attention and generate excitement around it's the product offering.
Innovation # 1- Used some unconventional media; a pilot was carried out on the heavy commercial vehicles wherein a 15ft long Tata Aria creative was displayed on both the sides. These containers/vehicles traveled across the nation through National Highways. This provided a good opportunity to showcase the communications on the highways which lack good media options. The amount of buzz created and the increase in footprint has resulted in scaling up the campaign to more number of vehicles and routes.
Innovation # 2- As a unique guerilla marketing tactic, an actual vehicle is being placed at one of the busiest and strategically important junctions of Mumbai- Mahim causeway. This is coupled with a huge backlit revolving Tata Aria logo. This is the first time any automobile player in India would be showcasing their product right at the playground- The Roads! Inspite of Mahim causeway being cluttered with 15-20 different messages displayed at any given point of time, the campaign has succeeded in captivating maximum attention. Also, vigilant monitoring schedules have helped in reducing the turnaround time substantially.
Adille Sumariwalla, MD Clear Channel Mudra, "We launched the Aria last year, which was a tough act to follow this time around, since the benchmark set by the successful campaign was pretty high. Owing to the prevalent high clutter levels in the automobile and non-automobile categories, we had a further challenging task to create awareness and generate interest in the new variant to the relevant audience. The campaign had good visibility, with high quality sites at frequent intervals across markets minimizing media wastage and spillovers. Our impeccable planning made sure that campaign had an appropriate share of voice with proportionate share of expenses. The creative was focused and lent itself beautifully to the medium, with an arresting visual and clear communication of the message. This provided an early acceptance to the campaign. Execution wise we adhered closely to a strict rollout schedule to avoid delays that were brought on by the many holidays during the launch period, yet capitalize on the same, to drive test drive and purchase decisions."
Rajesh Nair, Head Utility Vehicle Product Group, ""Aria as a brand is focused toward a specific kind of customer, who is spoilt for choice in the current scenario. Therefore while the product needs to conform to high standards and expectations, the communication also needs to ensure the features of the car are highlighted. With its large format hoardings and close proximity to the user, outdoor plays an important role for an Automobile brand. Spreading the campaign across 38 key markets with sites at key locations definitely helped in building a good reach. In addition to the outdoor campaign, the team executed some innovative ideas to garner good visibility for the brand. Displaying the actual product on Mahim Causeway and putting up creative's on the vehicles has helped create a buzz. It was a good experience working with Clear channel Mudra for this campaign. They helped in quality planning and execution of the campaign across markets."