Tata Ace Mega XL: Keep Loading

Tata Motors used a social media and gamification strategy to launch and drive sales of its Tata Ace Mega XL mini-truck model in India.

Campaign details

Brand: Tata Ace Mega XLBrand owner: Tata Motors LimitedLead agency: RediffusionContributing agencies: Havas MediaCountry: IndiaIndustries: Vans, Trucks, RVsMedia channels: Content marketing, Gaming & in-game advertising, Mobile & apps, Online display, Social mediaBudget: Up to 500k

Executive summary

Tata Ace Mega XL was the new variant of a mini-truck with 15% extra load capacity – but how could we communicate this online?

The brand found an interesting way of conveying such a physical benefit on the virtual medium: it made the universally recognised buffering...

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