The videos received more than 13 million views in just three days over social media and broadcast channels as consumers started to feel a connection with the car . Names could be submitted through a dedicated website , by commenting on the video , tweeting , or sending an SMS , resulting in 37,000 new name suggestions ! Tata shortlisted the best three and handed the power back to the public to vote for the final result – Tiago was chosen .
The final challenge was to maintain the momentum over an intense two week period . Throughout the process , consumers were retargeted to ensure , if they saw the videos , they were aware of all the possible opportunities to contribute . In just three days the campaign reached 48 million people across the 22 target markets .
As well as achieving earned media coverage , Google searches for ‘ Zica ’ dropped while ‘ Tiago ’ surged , showing that consumers were on board with the change . The campaign was deemed an overwhelming success for Tata Motors generating more than 120,000 test drive requests for the car within four months , three times more than expected .
Winning a World Media Award for the campaign was the icing on the cake for Maxus Global , the agency responsible for creating the campaign for Tata Motors . “ We ’ re delighted to have won this prize ,” said their Worldwide Head of Planning , Nick Vale , “ Supporting quality journalism in 2017 is something which I think is important to all of us . To do it by entering The World Media Awards and then winning – that ’ s super special . We ’ re absolutely thrilled .”
Emma Winchurch-Beale , President of the World Media Group and International Sales Director at the Washington Post commented , “ We were delighted to see a notable increase in entries for this year ’ s World Media Awards with an impressive array of submissions from all over the world . As advertisers strive to target consumers globally , a successful content-driven ad campaign can be a powerful way to tell a brand ’ s story across multiple channels and borders .
“ Tata Motors ’ entry ‘ From Zica to Tiago ’ is a great example of this , inspiring consumers to truly engage with the brand on a personal level . Demonstrating authenticity , openness and collaboration , this innovative campaign is well-deserving of the Grand Prix award .”
The judging panel was made up of 30 senior judges from major brands , agencies and media owners , presided over by three head judges – Ian Armstrong , Global Advertising General Manager , Jaguar Land Rover , Sanjay Nazerali , Global Chief Strategy Officer with Carat Global , and Raquel Bubar , Director T Brand Studio International at The New York Times .
The World Media Awards were launched in 2016 by the World Media Group , a strategic alliance of the world ’ s leading publications which incorporates Bloomberg Media , The Economist , Forbes , Fortune , National Geographic , Newsweek , Quartz , The New York Times , TIME and The Wall Street Journal . Its aim is to promote award-winning journalism and the role of international media .