Hexa Turns 1, celebrates with #OneWithTheRoad Campaign
Rajiv Dingra, Founder and CEO, WATConsult said, “The idea was to get up and close with our customers which would help us tap the one year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa's valuable customers and highlighted a lot memories that they have built with Tata’s Hexa in the year gone by.”
Vivek Srivatsa, Head- Marketing, PVBU, Tata Motors, "We are delighted to see the kind of fan following Hexa has seen in a year's time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond we wanted to roll out a campaign and we were delighted to partner with WATConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign."
The campaign created a lot of the right kind of noise. Each level was well placed and perfectly paced. Every phase helped propel the next; the teaser helped create the hype for the launch video. The launch video laid the groundwork for the amplification and the amplification led to immense traction and participation.
Interestingly, #OneWithTheRoad garnered a 68.3% follower growth on Instagram and a 11.23% follower growth on Twitter. The platform that worked best when it came to increasing reach was Facebook; however, Instagram got the best engagement.
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