Wizcraft Revs Up the Revotron 1.2T Engine Campaign for Tata Motors
Premiere Experiential Agency launches world-class Revotron Labs in 15 cities for consumers to experience the ‘Engine of the Future’, the biggest launch in its category
For the first time in India, Wizcraft will showcase the Binaural Sound Technology to bring alive the audio experience of the Turbocharged petrol engine
Campaign to extend on to the digital platform with Revotron Microsite and #RevUpTheRevotron Twitter Activation
Gurgaon, Wizcraft International led the way for the most aggressive customer focused activation strategy for any engine launch yet – THE REVOTRON LAB. The premiere experiential agency launched an innovative, nation-wide campaign for Tata Motors to showcase their new, best-in-class Revotron 1.2T engine as a prelude to the launch of their new cars Zest and Bolt.
Working on a simple brief on creating an independent identity for the Revotron, Wizcraft came up with the concept of the Revotron Lab to effectively communicate the enhanced driving pleasure of the Revotron 1.2T engine. Wizcraft was chosen from amongst a host of agencies to deliver this pioneering and exciting campaign across 15 cities where consumers could experience the next generation engine to its fullest. As the name suggests, this first of its kind dedicated platform ever for an engine launch by any agency showcasing technology ahead of its time with an aim to create a huge following and conversation around the brand Revotron.
The Revotron Lab, a concept created by Wizcraft International, has a futuristic design with interactive elements for customers to experience dedicated zones, which brings alive the engine benefits in an evocative manner. The ultramodern sci-fi set up used graphics designed in house for creating the feel of a futuristic tech lab and has several other advanced engagement platforms including online registration and the Binaural Sound Zone.
Speaking on the Revotron Campaign for Tata Motors, Wiz Sandeep Mehta – Vice President, Wizcraft International said, “With the Revotron Lab, we will reach consumers with an exciting new format. We hope to exhibit a first of its kind Binaural sound experience to bring alive the Revotron 1.2 Turbocharged MPFi petrol engine. This endeavor will also be supported with other interactive digital engagements”.
All registration for the Revotron experience is performed online through tablets available on ground where in users go onto the Revetron microsite and create their profiles that are linked to their Facebook and twitter accounts. A Binaural Sound Zone was created for the participants that offers the right virtual sound experience to highlight the raw power of the engine. This one of a kind audio experience brings alive the Revotron power in this special zone and the participants are transported onto the road. While, the Interactive Touch Glass educates customers on the benefits of India’s first 1.2Litre MPFi Turbocharger petrol engine in the most interactive medium.
Every engagement activity created as a part of the Revotron lab has a social media connect where in all activities can be directly uploaded to social media accounts such as Facebook and Twitter. The entire campaign has been taken online to the Revotron website where all the activities conducted on ground can be experienced online. There are several other fun and engaging activities planned by geeky scientists at the Lab.
Revotron merchandise including IIFA 2014 posters, bags, caps, T-shirts and button buddies are being given away to all participants at the Revotron lab.
Announcing the launch, Delna Avari, Head Marketing Communication, Passenger Vehicles Business, Tata Motors said, “To narrate this exciting technology story, we have partnered with Wizcraft International, leaders in the experiential marketing space, to create the greatest impact and engage with our customers through various exciting platforms like the Revotron Labs, the multi-drive-mode game, holograms and unique digital and on-ground activations. Wizcraft has designed and is executing an extremely innovative awareness campaign to build a strong technology quotient for our global Indian customers.”
The Revotron Lab rolled out on a 5 leg 14 city journey on 4th July and will touch cities like Delhi, Mumbai, Bangalore as well as Ludhiana, Jaipur, Kolkata, Pune, Ahmedabad, Lucknow, Chennai, Indore and Cochin, amongst others, finally culminating in the 1st week of August.