MARKETING AFRICA MAL 18/17 mal 18:17 online - Page 40

MEDIA AWARDS TATA MOTORS DRIVES AWAY WITH THE 2017 WORLD MEDIA AWARDS GRAND PRIX I ndian automotive company Tata Motors was awarded the top prize at the 2017 World Media Awards (www.wm-awards.com) for its innovative re-branding campaign that inspired consumers to come up with a new name for the Zica car. The car manufacturer was faced with a difficult decision just three weeks before the launch of the new car, when the World Health Organisation declared the Zika virus a global emergency. Whilst India wasn’t affected by the virus itself, the international implications were potentially cataclysmic – it was clear that the public would associate Zika, the virus, with Zica, the new car, and any brand campaign could be seen as insensitive to the global crisis. Faced with huge losses in R&D, production and marketing, as well as damage to the car maker’s reputation that could have an impact on all its brands, Tata decided the only course of action was to meet the challenge head on. They needed to salvage the situation by rebranding Zica without changing the product or proposition. With just three weeks until the launch date, this posed three huge challenges: decision on what to ‘‘ The car manufacturer was faced with a difficult decision just three weeks before the launch of the new car, when the World Health Organisation declared the Zika virus a global emergency. Whilst India wasn’t affected by the virus itself, the international implications were potentially cataclysmic – it was clear that the public would associate Zika, the virus, with Zica, the new car, and any brand campaign could be seen as insensitive to the global crisis.’’ 38 MAL 18/17 ISSUE re-name the car; ensure consumers understood the name change; and ensure the car was associated with the new name and not the Zika virus. The first step was to acknowledge the problem and quickly communicate to all prospective consumers that they were walking away from the original Zica name. This in itself was quite a remarkable story and immediately piqued the interest of both media and customers. The announcement was broadly picked up, with the news quickly breaking across global press networks. The next step was to start building a new relationship with consumers, and what better way to engage with your audience than by letting them choose the new name? Thus the ‘Fantastico Name Hunt’ was born. Videos with information about the car were distributed to consumers from 22 different markets inviting them to become decision makers in the re- branding exercise.