“Zest has to go for it” seemed to be the mantra going inside the marketing team of Tata Motors these days. Numerous contests and ultimate promotions strategies with number of official letters flowing through media desks informing about the events and contests, one such landed this morning as well.
Tata Motors concluded MyCityMyZest contest and Delhi is announced as the winner. A total of 61,156 tweets by 1,120 people have resulted in Delhi winning the contest. It will be the first city to get an exclusive preview of the brand new car, the Zest from Tata Motors. The first Zest Studio has been set-up in Ambience Mall, Gurgaon yesterday, where top 30 participants from Delhi will be honored with gifts and will be given priority access to drive the Zest.
Commenting on the occasion, Ms. Delna Avari, Head, Marketing Communications, Passenger Vehicle Business Unit, Tata Motors said, “With Zest, we have taken a huge leap in our product development process and the car has been loved by all. On the marketing side, our focus is to get customers to experience this dynamic car and see for themselves the technologies which have gone into it. The MyCityMyZest Twitter contest has been a unique platform to crowd source. The contest saw 84,440 tweets and 4,361 participants tweeting till the last date to get the Zest to their city. It shows how much interest we have generated for our new car. And we now offer our next customer delight, the Zest Studio, which comes first to Delhi. Never before has a test drive been such a creatively holistic experience, allowing customers to fully engage with the car. The Zest experience will bring alive the three vectors – Designext, Drivenext and Connectnext for our customers.”
The Zest Studio is already started in Delhi yesterday at Ambience Mall, Gurgaon and will be in the city till 5th September. These studios will give an opportunity to car enthusiasts to test drive the Zest and engage in various activities and interactive games.
The studio will not only allow customers to experience the car but would also help them to understand everything about the car through a high-tech Interactive Touchscreen Brochure. Customers can play the Revotron Challenge game to experience the multi-drive mode features in the car. They can participate in the Zest Mode Quiz to determine whether he or she is Sport, Eco or City mode person. With the Augmented Reality App, users can click themselves with a virtual Narain Karthikeyan and upload it on their Facebook page. This is a one-of-its kind futuristic hub that will make its presence felt across malls and corporate offices across 5 cities, starting with Delhi on 18th July and in other 4 cities from 19th July onwards.