Happy Finish Delivers India’s First Automotive Virtual Drive
Dated: April 13, 2016
Happy Finish, a global creative production studio and agency offering 360 cross platform production services and world-class immersive content experiences for leading brands, advertising agencies and photographers, announces that it has successfully delivered the last phase of cross platform media assets to support an ambitious campaign for India’s leading Automotive brand, Tata Motors.
In 2015, Tata Motors signed up Lionel Messi as its global brand ambassador and rolled out the successful #madeofgreat campaign across India. Happy Finish India was commissioned to bring the #fantastico campaign to life for Tata Motors, by creating India’s first virtual drive experience for the Tiago car launch, including an array of cross platform media campaign assets.
In supporting this bold campaign, the assets created by Happy Finish will reach an audience of millions through Tata Motors’ mass distribution of 2.3 million branded Google Cardboards, digital campaign and print ads in The Times of India, across the highly potential automotive markets of Mumbai, Delhi/NCR and Bengaluru.
With the launch of Tiago, Tata Motors has created a first mover advantage and is considered to be a trend for which many brands will follow, clearly setting the mood for executing a really innovative approach of shooting a live action virtual reality test drive, all shot by the talented team at Happy Finish. This might be the first one of its kind in India where brands have leveraged a truly integrated set of media assets across multiple marketing channels; print for its informative base, mobile/app for its engaging and immersive content delivery by offering India’s first live action virtual drive, along with a comprehensive range of social and digital tactics.
Delna Avari, Head – Marketing Communication & Services at Tata Motors commented, “The challenge was how do we bring alive the test drive experience of a car which is yet to be launched. We felt that creating a VR experience would be the best idea and were delighted to partner with Happy Finish to introduce India’s first live action Virtual Drive experience. The reach has been phenomenal with great ROI and has been appreciated as one of the most innovative idea from Tata Motors for consumer experience.”
Ashish Limaye, APAC CEO at Happy Finish commented, “We had a keen focus on the distribution channel for all of the cross platform media assets, and created a VR solution which enabled Tata Motors to leverage the power of mobile, producing engaging content via an easy to use app, available on both Android and iOS.