Platinum executes outdoor innovation for Tiago with a twist

27 Apr,2016

By A Correspondent


Tiago, the new hatchback from Tata Motors with new design, technology and driving dynamics was recently launched with a clutter breaking OOH campaign. Platinum Outdoor, the AOR for Tata Motors planned and executed the entire campaign across 70+ cities/towns in metros, Tier II and Tier III cities.


The campaign had two phases with the first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable the consumers to experience the car.


On the day of the launch, the agency conceptualized a clutter-breaking idea to highlight different features of the car through larger than life installations at multiple locations.  Some of these include, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi’s cut-out and a Tiago Zone at one of the busiest junction in Mumbai.


Dipankar Sanyal, CEO, Platinum Outdoor said, “Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets”.


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