Branding a Campaign
We were watching TV the other day and I saw the Tata Aria ad. I’ve always liked the Tata cars. We have a Safari in the family and even though my ex-Indica gave me a horrid time in its last year…It wasn’t that bad.
Since we all belong to the digital generation…
I wondered if Tata Aria had done anything in the digital space and just couldn’t recall anything. And then an hour later it struck me - These were the guys behind the “Build your dream car” campaign.
The Build Your Dream Car was probably good trade marketing but pathetic consumer marketing. Firstly…they ran ads all over the place to get traffic. None of the ads obviously had Tata Aria in them, since this was a ‘new, never done before sort of a campaign’.
The whole process of building your car was a pain. It required me to actually read up the ‘Help’ section to get on with assembling my car. Anything which requires you to read the manual…SUCKS. So obviously I was out of the site after 5 minutes without any clue that it was a Tata Aria campaign. No matter what the agency behind this campaign says and the numbers it throws at me…I wouldn’t be convinced that this was a good campaign. It probably did absolutely nothing for the brand.
Consumers don’t go back to product micro-sites. Less than 1% of users who interacted with the site like me would have gone back to the site to check which brand it was for. Some blogs and sites would have covered the ‘coolness quotient’ of the campaign and hence it was decent trade marketing perhaps.
Be sure to BRAND your own campaign. In this age of marketing and advertising where there are probably just toooo many brands trying to gain a prospective consumers attention, don’t waste the 5 minutes which he might actually give you.
(Too fucking complicated!)
