Creative Execution

The #NanoBiddingWar began with 6 key influencers who needed to garner support from their followers. Each team member was given their own colorful profiles named after different color variants of the car. The brand posted scores regularly featuring each influencer's ‘bids’ and followers had to rally support for their team leaders accordingly. All 6 influencers kept tweeting for three days to the target audience in an attempt to win the car. Their efforts were vigorous and evident, increasing the brand’s appeal. The top 20 supporters each received a Tata Nano miniature signed by top Bollywood celebrities.

The campaign’s reach was entirely organic with 143 million impressions, 240,000 mentions and over 13,000 retweets. #NanoBiddingWar was trending in India for the entire duration of the campaign and it also trended worldwide for 2 days. The #NanoBiddingWar as a trend beat all political and sports related trends including the Indian Prime Ministerial candidates standing for elections. On a budget of just INR 0.4 million the campaign generated earned media worth INR 9.5 million, the equivalent of 14.2% of Tata Nano’s annual digital marketing budget. The campaign activity led to over 12,000 test-drives that month.

The target audience for the Tata Nano is extremely social, they follow a consistent bunch of twelebs (Twitter celebrities). The idea was to tap into these micro communities by creating a contest based on twelebs competing against each other through the #NanoBiddingWar The winner would be voted-in based on the number of mentions and tweets they generated for the Tata Nano Brand as well as the amplification they were able to achieve. The brand could thus tap into the activity of the tweleb followers, enabling viral through fandom. The incentive for the influencers/contestants was a Tata Nano Car, delivered to their doorstep. For the participants/voters it was miniatures of the Tata Nano Twist autographed by some of the most popular Bollywood Celebrities. The campaign provided genuine value to every stakeholder involved, leading to an unprecedented amount of social buzz.