The #Fantastico Hunt: How Tata Motors Let Fans Discover The Name Of Its New Passenger Car

Fans in four cities engaged in a massive hunt to find one letter each of the Zica, the new passenger car under Tata Motors' #madeofgreat partnership with football legend Messi

The world witnessed great news last month. The world’s 17th-largest motor vehicle manufacturer, fourth-largest truck manufacturer, and second-largest bus manufacturer by volume signed on the best football star and four consecutive times ‘Best Player of the World’ as its global brand ambassador. We are talking about Tata Motors becoming the first Indian brand to be endorsed by 28-year-old Lionel Messi.

Often considered the best player of the world and rated as the greatest of all time, Tata Motors had rolled out an apt campaign called ‘#MadeOfGreat’ to communicate its association with Messi, the core idea of which emerged from the inspiring thought of ‘What drives us from within is what makes us great’. An ad film launched exclusively on Facebook showed little Messi showcasing his talent at a very young age and growing up to be a star despite all the hurdles and pressures.

The first car to be revealed under the #madeofgreat partnership between Tata Motors and Lionel Messi is the Zica (derived from Zippy Car), the brand’s next passenger vehicle to be officially launched in January 2016.

Interestingly, ‘Zica’ was under wraps some time back, just like Messi was a top secret project. Prior to revealing the association with Messi through its #MadeOfGreat campaign, Tata Motors had embarked on a series of digital initiatives creating curiosity around “Tata Motors & Him”.

A series of videos that featured the top guys at the auto brand, stand up comedians, the agencies involved weaved stories around ‘him’ who was joining hands with Tata Motors. Do read “How Lionel Messi Was Launched By Tata Motors With #Madeofgreat”.

The #Fantastico hunt

Continuing with its exciting digital engagement activities, the brand decided to have a ‘hunt’ – a #Fantastico hunt to be precise, so people could discover the name of the new passenger car under #madeofgreat. A blend of both social media and the real world, the #Fantastico hunt was conducted in the four cities of Mumbai, Delhi, Bengaluru and Kolkata, in which fans collectively unveiled the name through a series of strategically placed clues around each city.

Jointly executed by Wizcraft on ground and DigitasLBi on digital, the #Fantastico hunt campaign was themed to tie up with the new Zica’s positioning - It’s #Fantastico!

The hunt commenced with fans being sent around the city through a series of clues, until they arrived at the final destination where the hidden letter stood. On ground volunteers and supporters from the brand helped kick things off.

From trendy spots like Mumbai’s first Starbucks that featured as the place that’s ‘World-famous for its #Fantastico Pumpkin Spice Latte’, to Delhi’s most happening places at Hauz Khas Village, clues had fans searching across the cities till they discovered their letter. Each hidden letter formed the name of the yet-to-be launched car, Zica.

While some fans stayed glued to their screens cracking clues and awaiting updates, others swarmed the streets to find the next destination – a collective effort that ended with fans capturing selfies with their city’s letter glistening in the background at popular city spots.

Folks across Twitter and Facebook participated and followed the progress through a series of updates from the #madeofgreat brand page and those who made it in time to reveal the letter, won cool branded merchandise. Each of the four cities reveal one letter of the new car:

Zica is indeed Fantastico!

What could have been a plain drawing of the curtains to reveal the name has been transformed into an exciting, involving, engaging activity in the #Fantastico hunt. The blend of both social media and the real world has ensured an innovative and memorable reveal for the Zica. Letting fans discover a letter each through clues placed strategically in their city while having online folks participate in the hunt in real time, also aligns with the brand positioning for Zica - It’s Fantastico!

Talking on the brand transformation journey and the continued effort in launching compelling campaigns, Delna Avari, Head - Marketing Communication & Services, Passenger Vehicles, Tata Motors said, “With our new car- ZICA, we are gearing up for the launch. We wanted to roll-out an exciting and fun and engaging campaign to unveil the name. Our positioning line – Its Fantastico allows us to go creative and what best way than digital and on-ground platform to do this. Our partners Wizcraft and DigitasLBi India have done very well on this campaign and I am delighted to have them on board. With this, and many more campaigns to break, we are Gearing up for a Great play in the market.”

All that discovering and sharing clues on Twitter led to some great numbers too. The hunt managed to earn #Fantastico 150 million impressions and 45,469 mentions on Twitter. Besides, the MadeofGreat Twitter handle received 986 retweets, achieved an engagement rate of 1.7%, created 117 million impressions and 14,979 mentions.