Title | THE POWER OF NANO SIZED INNOVATIONS |
Brand | TATA NANO |
Product / Service | TATA NANO CAR |
Category | B02. Consumer Products |
Entrant | LODESTAR UNIVERSAL Mumbai, INDIA |
Entrant Company: | LODESTAR UNIVERSAL Mumbai, INDIA |
Media Agency: | LODESTAR UNIVERSAL Mumbai, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Shashi Sinha | Lodestar Universal | Chief Executive Officer |
Nandini Dias | Lodestar Universal | Coo |
Deepak Netram | Lodestar Universal | General Manager |
Habeeb Nizamudin | Lodestar Universal | General Manager |
Himanshu Phutela | Lodestar Universal | Media Supervisor |
Naresh Batra | Lodestar Universal | Media Supervisor |
Swaroop Bhat | Lodestar Universal | Executive |
Ramya Gunaseelan | Lodestar Universal | Executive |
Anshoo Jain | Lodestar Universal | Executive |
Irfan Shaikh | Lodestar Universal | Executive |
Harsh Vora | Lodestar Universal | Executive |
Bhagwan Das | Lodestar Universal | Manager |
Chandrajit Datta | Lodestar Universal | Senior Executive |
Results and Effectiveness: The Nanovations were carried out on 35 Publications, 380 Editions, 41 Radio Stations and 80 TV Channels • In a recessionary market record 500,000 bookings forms in just 2 weeks. • 5.4 million People visited the car's official website within 24 hours of the launch. • Headlines in newspapers began using 'Nano' as an adjective. • There were editorials on the 'Nano effect'. • The Nano got unprecedented PR coverage. • Marketers launched products on the Nano theme.
Creative Execution: ''Leveraging and creating content that could communicate the Nano essence'' Print • We renamed 'News in Brief' columns as Nano News. • Mini trivia columns were renamed Nano Corners. • For the first time ever, legendary cartoonist R.K. Laxman created a special Nano Cartoon in the nation's largest daily on launch day. Television • Instead of conventional television spots, we had Nano Ads popping up on TV content. • We deliberately created TV breaks of shorter duration called Nano Breaks. Radio • Small breaks were called Nano Breaks, neighboring weekend getaways became Nano Destinations, and commuting shortcuts became Nano Smart Routes. Unconventional Media • For the first time, small butter packs from Amul, Asia's largest food brand, were renamed as Nano Butter Packs. • And compact cellular phones were rebranded as Nano Phones.
Insights, Strategy and Idea: In 2004, the nation was promised a dream a US $2000 car. This dream became reality in 2009 but by now four long years had passed and the initial excitement had naturally waned. So, the challenge was to infuse excitement in the brand and make the launch really successful. Insight: In the consumer's mind Nano was synonymous with small and compact. In media, we knew that consumer's attention span is low and compact formats are preferred. Strategy and Idea: We would capture Nano's positioning of COMPACT, TOPICAL and FUN in media. We would identify spaces which tell a story in short, compact units. This led us to create NANOVATIONS, a series of small yet powerful innovations that would bring alive the Nano experience. Thus, we conceptualized a revolutionary media idea, breaking the conventional auto grammar of large sizes and lifestyle ads.