A Sumo Pres­ence

Outdoor Asia - - Front Page -

Tata Mo­tors launched its new Sumo by mak­ing the best use of OOH. DDB Mudra Max OOH, the Out­door spe­cial­ist agency, was pro­vided a brief to make both per­sonal and com­mer­cial seg­ment con­sumers aware that there is an all new Sumo vari­ant (Sumo Gold) with a new pow­er­ful CR4 en­gine. The core com­mu­ni­ca­tion ob­jec­tive of the cam­paign was to un­der­line that the New Sumo has a re­ally pow­er­ful en­gine and that the new pow­er­ful CR4 en­gine al­lows Sumo Gold to take on dif­fer­ent (rough and tough) ter­rain with ease. Most of Tata Sumo’s TG lives in the Semi-ur­ban cen­ters and very of­ten have to travel to work out­side the city, which means trav­el­ling through difficult/un­ac­cepted road con­di­tions, small lanes, traf­fic jams, bad patches and other ex­treme sit­u­a­tions. To tar­get this group, it was es­sen­tial to fo­cus on the Tier 1, 2 and 3 mar­kets. Hence, more em­pha­sis was laid on th­ese cities while plan­ning the c a mp a i g n . Lo­ca­tions such as ma­jor en­try and exit points, na­tional high­ways, rail­way sta­tions, re­li­gious des­ti­na­tions, bus stands, taxi stands etc were in­cluded so as to reach the po­ten­tial cus­tomers at all pos­si­ble touch-points. The me­dia mix was se­lected in such way so as to op­ti­mize the impact. For mar­kets where OOH op­tions were not avail­able, Wall-Wraps and wall paint­ings were done to in­crease the reach. Cut-outs and LEDs were in­stalled in var­i­ous mar­kets to fur­ther en­hance the ap­peal of the cam­paign. Con­sid­er­ing the mag­ni­tude of the cam­paign, timely ex­e­cu­tion was a big chal­lenge. Me­dia lo­ca­tions spanned to in­clude the far most cor­ners of the coun­try. Lo­gis­tics (pro­duc­tion, ex­e­cu­tion and main­te­nance) had to be kept on the edge to en­sure a timely ex­e­cu­tion. Also, con­sid­er­ing the time of the year when most other brands are ac­tive, it was nec­es­sary to stand out in the mar­ket. The cam­paign has re­port­edly given way to in­creased reach and impact

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