| Title | TATA WINGER |
| Brand | TATA MOTORS |
| Product / Service | AMBULANCE |
| Category | A07. Best Use of Digital Media |
| Entrant | ISOBAR INDIA Mumbai, INDIA |
| Entrant Company: | ISOBAR INDIA Mumbai, INDIA |
| Advertising Agency: | ISOBAR INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Gopa Kumar | Isobar | Business Head |
| Salil Shankar | Isobar | Search Director |
Out of the total 322 registrations, 25 TATA Winger Ambulances sold! ROI - 7000% ( Search Campaign Budget - $5662 / 25 Ambulances Sold worth $396,375) Display Network will always be the largest volume of traffic sources Region Maharashtra received the maximum Conversions following by Delhi and Tamil Nadu SOV of the brand was improved by 35% Increased total clicks by 175% In addition, the success of the TATA Winger ambulance campaign created a buzz within the TATA Motors and caused their TATA Commercial brand to request a similar initiative.
•To ensure that Tata Winger is present across major search engines, driving a continuous stream of qualified audience to the Tata Winger Ambulance for registration and Book for Test Drive. • We analyzed TATA Winger website and made recommendations to improve the landing page and hence created a separate landing page with a registration form which could facilitate better quality, relevance scores and response for the campaign. •Landing page was tweaked to capture leads on real time •Our strategy ensured that TATA Winger Ambulance appeared for all target keywords and landed up in registration page to get more Leads/Registration. •Even creative recommendations were given to use Strong Call To Action and include words such as ‘Book’, ‘Buy’, and ‘New’ also strengthen it further with ‘now’ which helped the campaign for better deliverable's •Highlighting a strong,recognizable brand in the ad copy headline which helped the brand to attract users for registration
• To Increase awareness and engagement about brand amongst TG • Ensure prominent presence on the online platforms in the genres relevant to the target audience and drive traffic to the website for product exploration and education • Minimize media spillover and reach out to the target audience and drive purchase consideration for Tata Winger Ambulance • Use Pay Per Click (PPC) in an innovative way to drive as many qualified consumers as possible to the TATA Winger websites • Ensure prominent presence on the search platforms in the genres relevant to the target audience and drive traffic to the website for product exploration and education.