TATA Motors was launching Racemo, a two-seater sports coupe unlike any car seen on the Indian roads. We had to build hype and a captive audience of 1M in the month leading to its official launch at the 87th Geneva International Motor Show. There was, however, a catch. We were not allowed to name the brand or the car. Better still we were not even allowed to say it was a car.
The Idea:To reach out to our TG, the ubiquitous boy racer, the car was personified in a way that was immediately relatable. Like a girl on a solo road trip, doing things not usually expected of most Indian girls. A girl that the audience would never see, only hear. And because she was on a journey, Instagram was chosen to be the place where this road trip would come to life. A platform that was home to foodies, fashionistas, and travelers alike. Cemora’s journey would kick off with a seemingly mysterious Instagram video, announcing her embarking on a road trip. Over the next three weeks, she would travel across Europe, interacting with her fans as well as celebrities.
The Execution:With every city she traveled to, came a barrage of wittily captioned photos, and videos of her unique encounters. Every now and then, she even sent her followers some good old-fashioned postcards, but, with a Cemora twist. Over 200 posts and 400 real-time interactions later, the air of mystery around this girl grew, so much so, that she even had the media guessing. And finally, as the day of the reveal came closer, Cemora made a reveal of her own, coming clean as Racemo, India’s first fully connected sports coupe.
- Campaign Reach: 12.1M
- Audience for Launch: 2.2M
- Engaged Users: 1.7M
- Organic Followers: 12.5K
