Tata Motors used MotionMagix™ Interactive Wall to convey information about a serious product in a fun way.
Client: Tata Motors
Objective: To use Interactivity and Gamification to drive up product awareness
Product: MotionMagix™ Interactive Wall
Brief: Among the bigger challenges that brand activation agencies face is launching a product that is intended for consumption by an audience that may be less educated or otherwise less inclined to participate in the traditional brand building avenues. A classic case in point is Trucks within the larger Automobiles category. The buyers are extremely knowledgeable about the products, features and benefits but their media consumption patterns are dictated by their education levels, preference for local languages, semi-urban or rural location and so on. Tata Motors addressed this challenge in an extremely innovative manner through the use of Interactivity and Games. Trucks equipped with the MotionMagix™ Interactive Wall and bright LED displays were dispatched nationwide to go where the target customers were – in the smaller towns and villages. In a colourful and carnival like atmosphere information about the new product and its features was disseminated among the visitors. They were then invited to play a game – drive their truck across a road while avoiding obstacles and pit-falls that a lesser truck would have succumbed to. A special effort was made to use local languages and symbols in an attempt to engage the drivers in their own vernacular. The games were designed to give the players a sense of the capabilities of the truck while engaging and entertaining them and the audience reaction would suggest that the purpose was more than achieved.
Impact: A fun way was used to convey information about a more serious product category while allowing for the specific characteristics and awareness of the target audience.
TATA Motors: Promoting EX2 Truck using Interactive Technology
Tata Motors promoted the new EX2 Truck using MotionMagix™ technology and recieved never before results.
Client: Tata Motors
Objective: Promote EX2 Truck across multiple cities in India
Product: MotionMagix WALL
Installation Type: Single Overhead Projection on Wall
Brief: Tata Motors is a leading manufacturer of road transport vehicles exporting their automobiles globally. Their newest offering the EX2 from the mini-truck segment was targeted at SME businesses for carrying goods within and inter-city. The challenge was to educate benefits of the truck to the drivers. Tata Motors wanted to move away from the traditional ways of printing brochures, arranging demonstration, offering test rides. Along with the Event Agency QED Communication Agency, we designed an interactive application to engage the target audience into an educative experience. The MotionMagix Interactive Wall was mounted inside a custom built EX2 and the application was Catch Objects using body movements. The drivers needed to collect points by catching the correct features of the EX2 in this Catch Game. Through this interactive game, the drivers, their owners and fleet managers, not only got educated about the loaded features of the EX2 but also became a talk of town at 85 selected cities across 21 states in India.
Impact: Tata Motors effectively promoted the new EX2 Truck using TouchMagix Technology. They got on the spot bookings for purchase across multiple cities in India.