Tata Photon tags message to car keys

By Rashmi Menon , afaqs!, New Delhi | In Advertising | January 21, 2013
The dongle-shaped valet tags urge customers to call for a live demo in Pune. The brand plans to replicate the activity in other circles.

Tata Docomo has launched an on ground activation to engage with its target customers through Photon branded parking tags. As a pilot project, the brand launched the campaign at One Lounge, a bar in Pune.

Gitesh Taneja

A customer who gives his or her key to an attendant for valet parking at receives a Tata Photon branded parking receipt. The attendant also ties a dongle shaped Photon tag on the key chain, which instantly grabs attention when the key is returned. The tag mentions the post paid plan rate and invites customers to call for a live demo.

The activity is concentrated towards the weekend as the brand believes that lounges and hotels on an average receive 500-700 cars on weekends. "We expect about 10 per cent conversion per location. Besides, from the brand perspective, the recall will be high," says Gitesh Taneja, deputy general manager, marketing, Tata Docomo. He adds that people who may not call to enquire about Photon now, may do so later.

The brand has distributed 700 tags, out of which it has received 100 leads till now. Being a low cost, high impact activity, the brand has spent a mere Rs 10,000 on the project.

To tap the lead generated from interested callers, Photon has set up a dedicated call service.

Although the activation has begun with One Lounge in Pune, the brand intends to tie up with other five star hotels and lounges to spread the activation in other circles.

The target group for the activity, Taneja says, is youth and anyone who uses data - that is, anyone in the age group of 14-40 years.

According to Taneja, the activation aims to increase the touch base that can convert to leads. Although the brand had experimented with putting Photon tags on vehicles in parking lots earlier, many would throw it away without a glance, he reveals. The team then thought of creating Photon lookalike tags that could be tied to the vehicle keys during valet parking. "We thought this would increase not only our touch points but also enhance brand recall and feedback from target customers. The activity is the brain child of the Maharashtra circle marcom team and is an extension of our brand mantra, 'Do The New'," Taneja explains.

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