Case Study 2019

A10. Community building

Categories Name : Marketing Strategy

Sub-Category : Community building

Entry Name (Brand - Campaign Name) : Photo OK Please

Parent Company : Tata Motors India Ltd.

Agency : Rage Communications

Metal : Gold


15,000 drivers sent us over 23,000 pictures from all across the country and we exchanged over 200,000 messages with them on WhatsApp! Their photos got seen by a social media audience of over 4 million people and liked and shared hundreds of thousands of times Over 120 Daily, Weekly and Wild Card winners were declared, and their prizes too were disseminated via mobile payments. But the greatest result was the goodwill generated in our community of Tata Truckers who remained active on the group long after the contest ended, referring other drivers, sending in photos and enquiring about further contests.