Product/Service
Tata Tiago is nicknamed India’s safest car, as its 4-star global NCAP Safety Rating is the only one of its kind in this category. Engineered for various tastes, it is also available in petrol and diesel in the interest of satisfying every consumer’s unique need. It is a physical embodiment of what the name Tata stands for in the automotive sector: safety, efficiency, and style.
Objective
The primary goal was clear to drive awareness about the Tata Tiago EV among potential buyers.
Target audience
It was a finely-tuned campaign placing the spotlight into the CTV Disney+ platform where the Cup was broadcasted. The fact that one channel might appeal to a certain target audience was taken into account, for example, those who buy electric vehicles and sports fans as well.
Geography
While exploring the Eastern India market, Tata Tiago opted for the Geo-targeting campaign to implement an accurate delivery of the electric cars message to grow from the explicitly targeted region. It resulted in creating a market image for their EVs utilizing a strategic geographical focus on targeting a market that was ready for EV acceptance and hence this area was of great importance in Tata’s overall marketing plan.
How Did Tata Tiago’s Aim to Boost Brand Visibility by Sponsoring the World Cup?
- The World Cup brings buyers from diverse places all over the world, giving Tata Tiago an opportunity to display its brand and products before and international audience which would be a great way to increase global recognition.
- Marketers had strategic choices of CTV Advertising on Disney+ Hotstar airing their campaign as those are affluent audiences, who are more likely to be interested in and are more than capable of buying more advanced technologies like electric vehicles.
- Tata Tiago received an instant boost to its brand status simply by participating in the World Cup range. This feat pushed the car’s image onto the list of the sports events’ virtues like performance, innovation and environment-friendliness.
- Backing this product as the center of attraction, Tata Tiago EV was used to expound its specification as well as create awareness of the brand as innovator in the automotive industry.
What Strategies Did Tata Tiago’s Use To Identify and Engage Their Ideal Audience?
Identifying and engaging with their most-suited audience, Tata Tiago used a multi-faced approach such as targeting advertising and strategic content integration. undefined
- As a result, using CTV Disney+Hotstar and pre-rolls and mid-rolls, Tata Tiago succeeded not only to mock up a satisfactory number of viewers but also increased viewer engagement and attention.
- This makes Tata Tiago EV advertisement a remarkable, immersive one, full of mystery that attracts viewers, and memory of the product and increases brand awareness.
- By adopting relatively sophisticated strategies in advertising, the Tata Tiago model was able to capture the attention of a well-off audience who were also likely to have embraced technology in the field of electric vehicles.
Did Tata Tiago’s Geographical Reach Through the World Cup increase the sale of Tiago EV?
- Different regions have varying levels of awareness, acceptance, and enthusiasm for electric vehicles (EVs). By targeting Eastern India, Tata Tiago aimed at a market that potentially has a higher readiness or interest in adopting green technology. This could be due to factors such as environmental awareness, government incentives for EVs, or the region’s economic and infrastructural readiness for electric mobility.
- Geographic targeting allows for the customization of marketing messages to address the specific needs, values, and concerns of a regional audience. For Eastern India, the messaging might have emphasized aspects most relevant to that audience, such as environmental benefits, cost savings on fuel, or the convenience of electric charging infrastructure in their locality.
- By focusing on a specific geography, Tata Motors could allocate its marketing resources more efficiently, ensuring that efforts are concentrated where they are most likely to yield results. This approach maximizes the impact of the campaign while optimizing costs.
- Targeting a specific region helps create a strong brand presence in that area, potentially giving Tata Tiago a competitive edge over other EV manufacturers who might not be as focused on that market.
- Establishing a strong foothold in Eastern India could serve as a springboard for expanding the brand’s presence to other regions.
Campaign Execution
- The campaign leveraged a variety of targeting options, from CTV Sponsorship to Special Integrations, ensuring that the Tata Tiago EV was visible throughout the World Cup event.
- By using mid-rolls and Squeeze Ups during key moments, the campaign maximized engagement with the audience, ensuring high visibility and impact.
- This comprehensive strategy was instrumental in reaching premium audiences, effectively communicating the brand’s message.
Results
Tata Tiago’s campaign for Tiago EV, that it ran during the ICC Men’s T20 World Cup 2022 can be thoughtfully reviewed with regards to effectiveness, the impact it had on the brand as well as market performance when it comes to visibility and audience engagement. Now, let’s zoom in on the individual parts of the outcome and explore their interpretations as well as findings.
Aided Awareness
The campaign showed in the awareness studies a 36% improvement in aided consciousness. This means that when the brand name was mentioned to the respondents, a much higher percentage of people remembered Tata Tiago after the campaign. Here, the impact of the marketing campaigns comes into view as brand recognition shows a great rise, suggesting that the target audience’s mind is now fully engaged in the Tata Tiago EV brand.
Online Ad Awareness
The campaign not only achieved a 33% increase in online ad awareness among the target users but also successfully got their attention through digital avenues. This measurement denotes what proportion of the audience remembered viewing the Tata Tiago EV advertisements online. High online ad awareness or the campaign’s ability to be visible online in this digital driven world has become of high importance in digital marketing channels that feature numerous ads, simplistic screensavers, cyber videos and so on.
Purchase Intent
The general statement that indicates the success of the campaign is the 38% purchase intent among the population. This is the subtotal for the numbers among the target audience who said they would buy the Tata Tiago EV as it is after the campaign. High purchase intent which is a strong indicator of future sales and can be considered the success of the campaign not only in the campaign if it is raising awareness, but also persuading the audience of the product’s value and desirability.
Message Association
The campaign resulted in a 15% message association, meaning that a significant portion of the audience could correctly associate the key messages or unique selling propositions of the Tata Tiago EV with the brand. This metric is vital for understanding how well the campaign communicated the intended messages and differentiated the Tiago EV from competitors in the minds of consumers.
Brand Favorability
An increase in brand favorability to 30% signifies that the campaign positively influenced the audience’s perception of the Tata brand. This metric measures the audience’s likelihood of recommending the brand to others, reflecting an overall positive sentiment towards Tata following the campaign. Improved brand favorability is essential for building brand loyalty and encouraging word-of-mouth promotion, which can be incredibly valuable in driving sales.
Sales Milestone and Market Performance
The Tata Tiago EV achieving a 10,000-unit sales milestone in less than four months is a tangible testament to the campaign’s success. This remarkable sales performance, especially in a competitive market like India, highlights the effectiveness of the campaign in converting awareness and interest into actual purchases. Furthermore, the fact that the Tata Tiago EV outsold competitors like the Nexon EV and the Beast Comet by a significant margin reinforces the brand’s market dominance and the product’s appeal to consumers.
