Ogilvy Mumbai uses VR aptly for Tata Prima ‘Formidable 4’ Launch
With technology reaching out to people so fast, Tata Prima wished to leverage it to reach out to their customers and showcase the Prima in its full glory and thereby establish it as a correctly claimed “World-Smart Truck”. With the world at their finger tips today, Tata Prima wished to bring the trucking experience into our cabins without having physically step out for this experience.
Launched recently, the ‘Formidable 4’ brings out Tata Prima’s versatility across different applications in an immersive fashion. The hybrid film gives an opportunity to customers and patrons of automobiles in general to virtually experience trucking on varied terrains which include - a racing track, a mountain pass, a mine and a highway. While traversing through these 4 terrains, one also gets a sense of how challenging it is to tread on them and learn the technological prowess of the Tata Prima at play.
Prospects & customers of Tata Motors Commercial Vehicles witnessed something fascinating, something different and something that has rarely been heard of in the commercial vehicles category.
Ogilvy Mumbai wished to bring about some Innovative product demonstration through a rich, immersive experience that led to content generation for online buzz and thereby Intrigue the customer with the VR Film content to drive them to experience the truck at the showroom/ call for a demo. Therefore, the agency decided to showcase Tata’s vehicle on 4 different terrains and showcase how the truck’s innovative features helps the truck through difficulties faced on each terrain.
According to Ogilvy, traditional print and video story-telling would not do justice to the ‘World Smart Truck’ as that approach would fall short in showcasing the capabilities of the Prima. In order to demonstrate the truck’s features, capabilities and functionality in a new, more immersive and exhilarating dimension, making customers ‘experience’ the vehicle and rather than just see it, Ogilvy chose this approach.
This one of a kind ‘Hybrid VR film’ is being promoted by Tata Motors and creative partner Ogilvy Mumbai to showcase the company’s flagship truck, the Tata Prima. This concept will revolutionize the way trucks are perceived and experienced.
In the ever-evolving world of today, brands have a perennial challenge to communicate their value to customers in a way which breaks the clutter. What makes ‘The Formidable 4’ special, is the way in which different innovative content formats such as IMAX 180-degree and 360-degree video, graphic animations and interactivity have been deftly used to offer a unique trucking experience.
With the Tata Prima platform, Tata Motors has introduced best-in-class automotive technologies at par with global benchmarks of performance, comfort and convenience; enabling a world-class trucking experience. The marketing objective of developing a hybrid VR film was to create content that stood true to the imagery of the innovative marvel that the Prima platform stands for. The need was to demonstrate product capabilities, features and functionality in a new, more immersive and exhilarating dimension and make the customers ‘experience’ the vehicle and not just see it.
Rudrarup Maitra - Head – International Business, Commercial Vehicles, Tata Motors: The Tata Prima – Formidable 4 is a unique journey which helps us communicate to our prospective and existing customers. It redefines the way we demonstrate the versatility of the Tata Prima platform and the benefits of the Tata Prima’s technological prowess.
Since the roll out of the film in November, we have been taking our fleet customers and key stakeholders through this VR experience. The experience has been able to generate excitement around Tata Prima across relevant audience and increase its consideration.
George Kovoor - Group Creative Director, Ogilvy Mumbai: The Tata Prima is the flagship brand of the Tata Motors fleet of commercial vehicles. Tata Motors wanted to showcase its technological prowess in an international market dominated by giants like Mercedes, Volvo and Mitsubishi. We took that as a challenge and created a first of its kind experience that intersects experiential technology and storytelling. “The Formidable 4” is a unique hybrid VR film that seamlessly merges virtual reality with I-max technology, graphic animations and interactivity to literally take you into the future of test drives.
I would like to commend the client for partnering with us on a project of this magnitude and scale. I would also like to thank Sandeep Kamal, one of the finest VR film directors in India, who turned our vision into a magical reality.
Namrata Keswani - Head of Digital Domain, Ogilvy Mumbai: Tata Motors International Business, Commercial Vehicles gave Ogilvy Mumbai the ground to do something innovative and edgy, to not just talk about their product – but to experience it. The battery of four Virtual Reality films allow customers to test drive across multiple terrains in one go, which is something they may not be able to experience in an actual, single test drive. We look forward to partnering Tata Motors on many more innovative projects.
Agency: The Ogilvy Team
George Kovoor- Group Creative Director
Nitin Kerur- Associate Creative Director
Jitesh Raut- Associate Creative Director
Yash Kulkarni- Sr. Copywriter
Ajinkya Ghorpade- Visualizer
Namrata Keswani- Head of Digital Domain
Sujay Srivastava- Client Servicing Director
Juhi Wadia- Account Executive
Anirban- Sr. VP & Head of Planning
Aakash Singh- Planning Director
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