TATA Motors and Jack in the Box Worldwide recently collaborated and launched a guerrilla activity to build intrigue and hype around the TATA Racemo. Jack in the Box Worldwide came up with a unique concept to build intrigue about the car without revealing its true identity, through a girl named, Cemora. The campaign started delivering results with the grand unveil happening in Geneva on 7th March 2017.
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In February 2017, the internet was introduced to a girl named Cemora, who set out on a road trip, all by herself. She had no plans, no maps, just adventure on her mind. She Instagrammed the entire journey through pictures, videos, postcards sent to her friends and followers, each one in her own trademark style. The subtle spin to the campaign was that everything was shot from the perspective of the car and hints were dropped all along.
Over 200 pictures and 7 videos were posted. Not to mention the postcards that were sent. These were all shot and produced in partnership with in-house production company, Sniper, making this a truly integrated The 120 Media Collective initiative.
This campaign has set a whole new industry benchmark. It gained 12,500 followers on Instagram and Twitter, a reach of 12.1 million and a cumulative 1.7 million likes, shares, comments and video views. Impressions were at 57.1 million and counting, thus making it one of the most successful Indian social media campaign of all time.
Check out the campaign in the video below: