Tata Zest: Key in the Newspaper

The Tata Motors-owned sedan brand, Zest came out with an innovation in the TOI where it attached a key with four-page advertorial supplement.

On August 26, Tata Motors came out with an innovation in the TOI editions for its compact sedan brand Tata Zest. The brand released a four-page advertorial supplement with the main paper and attached a 9 gm key packed in a small transparent packet with the advertorial.

The advertorial included snippets of the Zest's coverage by different news organisations along with the pictures of the interiors of the car. The idea behind the activation was to create buzz and bring high footfall to the nearest dealerships. The innovation was carried in Mumbai, Bangalore, Delhi, Gurgaon, Noida, Pune and Nashik.

The creative for the innovation was designed by FCB Ulka while the media buying and selling agency was Lodestar. The key was was symbolic of owning the Zest car and gave the reader a chance to win a free car if the unique barcode was indeed the lucky one.

Sheena Kapoor, head, Innovations, Times Group, says, "The idea was to create high impact and generate buzz marketing for the Zest. Tata Motors wanted to drive traffic and footfalls to its dealer showroom and create engagement and excitement with readers, by giving away a free car in each city. This was done in a unique manner by giving away a metallic car key, each carrying a unique barcode that the reader could check at the dealer showroom and, in fact, win a chance at driving home a new car free." Zest, launched this month, will be fighting in the compact sedan space. It is priced in the range of Rs 4.6-7 lakh.