The objective was to highlight the innovative features of the car with a strategy to have a high impactful campaign in out-of-home using various innovations
BestMediaInfo Bureau | Mumbai | February 3, 2017
Madison Worldâs outdoor unit, Platinum Outdoor recently launched Tataâs new sports utility vehicle (SUV) Hexa in an innovative outdoor campaign. The launch campaign is planned in two phases spread over 22 cities.
The objective was to highlight the innovative features of the car through an out-of-home (OOH) campaign using various innovations. 14 key cities were identified and back-lit acrylic letters of the brand Tata Hexa were lit in light emitting diodes (LEDs) on 24 billboards.
The Mahim causeway was identified to install an actual six-foot SUV on equally tall four asymmetric trusses using an industrial crane. Personal interaction and display zones were created at Delhi Cyber City and 12 other premium malls in the country as well as the Delhi and Mumbai airports to let consumers experience the car.
Vivek Srivatsa, Head Marketing, Passenger Vehicle Business Unit, Tata Motors, said, âHexa is a car suitable for all lifestyle needs and our partner Madison - Platinum OOH has been successful in conveying these brand attributes. The outdoor campaign with an LED acrylic logo and the installation of an actual six-foot SUV has helped garner excitement with its high impact and good visibility. Our focus is on increasing brand effectiveness and with the combination of innovative campaigns and with the expertise of our partner, we are sure to stir up the outdoor space with impactful visual branding.â
Dipankar Sanyal, CEO, Platinum Outdoor, said, âWe continue to drive innovations for all Tata Motors brands in OOH and are really excited with this new launch of Hexaâ.