The Tata Aria launched in Oct, 2010 and prides itself in being one of the first crossover cars launched in India. With features like ABS with EBD, Six Airbags, Reverse Guide Camera etc. It didn’t take much for anyone to love the Tata Aria at first sight.
To connect with its consumers and build awareness about this car loaded with approximately 50 unique features, Tata Aria has launched a contest that ask consumers to name 36 of the 50 features of the Aria.
The Tata Aria website has sports the Tata Aria in all its grandeur pointing out all of the 36 features of the Aria. A click on any of the numbers reveals a hint to what the feature might be – expecting the consumer to select the right feature out of the list of 50 options. One winner who guesses all of these features correctly wins himself the Tata Aria.
Speaking on the occasion of the launch, Rajesh Chokhani, Digital Agency – Experience Commerce, organizers of the campaign, said “Tata Aria came up with the idea to help make their consumers aware of the features packed into the Aria. We decided to make this happen through a campaign asking them to name atleast 36 of these features. We provide them with hints such as ‘This dispels darkness. Automatically’ or ‘Creates a cocoon around your family’, and ask them to name the features.
To keep them engaged and guessing, we decided to have them pick an option from a list of features we display. Users watch the existing TVC playing, and are asked to log onto the site to win the Aria.”
The TVC of the campaign is already playing and making waves, bringing users to site everyday, naming 36 of the Aria’s features, discussing them and then returning to change their prediction.
Experience Commerce is India’s #1 full-service Digital Agency delivering online marketing solutions that cover the entire value chain, from digital strategy to execution and results. All our campaigns are managed dynamically, backed up by real-time statistics and analysis. EC well known in the market for creating immensely successful social media led campaigns which are innovative in design as well as engaging in experience. We strive to delight our customer and remain focused on delivering adequate value for all their digital media investments.