Hexa celebrates first birthday with #OneWithTheRoad campaign

WATConsult, the digital and social media agency from Dentsu Aegis Network India, and Tata Motors have launched a digital campaign, #OneWithTheRoad, to mark the first anniversary of its lifestyle SUV brand, Tata Hexa.

The #OneWithTheRoad campaign highlighted the special bond that Hexa owners share with their cars. Hexa’s one-year anniversary was a special occasion and, hence, the brand sought to add a personal touch to its communication to induce user-generated content by creating traction on various social media platforms.

With an aim to connect personally with Hexa owners and create a buzz online, a contest was launched wherein participants were asked to post pictures or videos of their Hexa driving experiences, road trips and community activities on Facebook, Twitter and Instagram tagging Tata Motors and adding the hashtag #OneWithTheRoad.

In addition to #OneWithTheRoad, the other hashtags that aided in amplification on Instagram were #TataHexa, #HexaAnniversary, #TataHexaOwners. Participants were also asked to fill up a form that asked them to describe their Hexa in one word. The word would be turned into a Hexa Ultimate co-created badge of honour.

In an attempt to generate leads for participation, the campaign was preceded by a teaser:

The teaser was followed by the launch of video/promo film: 

Rajiv Dingra

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. The #OneWithTheRoad campaign rightly touched the emotional chords of Hexa's valuable customers and highlighted a lot of 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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