Auto Expo 2012: Brands go the extra mile

EXPERIENTIAL MARKETING  TATA    FORD

India - Gaming, Twitter and Facebook zones were a common sight throughout the 11th Auto Expo, in India that ran from 5-11 January in New Delhi.

Experiential marketing was probably at its best with Korean auto-brand Hyundai Motors build its zone around the positioning 'New thinking, new possibilities', iconic two-wheeler brand Harley Davidson creating its zone from metal and iron, reflecting its value of being rock-solid, to cite a few examples.

Hyundai introduced an initiative called 'Catch the Buzz' in which it created a Facebook page, where consumers need to login through their email address and are then provided with a buzz card (swipe card). As soon as one swiped the card, the details including videos of that particular automobile got uploaded on the user's Facebook page.

Moreover Hyundai divided its zone into various sub-zones such Don2, Eco-zone, and ICC World Trophy zone. In the Don2 zone, the automaker put on display its SUV Santa Fe, which was used in the movie.

In the ICC World Cup Trophy zone, the company put on display the trophy won by the Indian cricket team at the 2011 Cricket World Cup held in India.

Arvind Saxena, director, sales and marketing, Hyundai Motors India, said: "The idea was to make the Hyundai zone as interactive as possible to create ample buzz. The design is based on the international format that the company uses at every international exhibition, with a bit of twist here and there to make it look like we are in India."

Harley Davidson put on display apparel such as leather jackets, belts, and various accessories to bring out the 'grunge' effect to it's all metal and iron zone. It also created a stage with live rock performance to entertain the crowd.

The bike brand brought avid lovers and riders of the American mean-machines - a group by the name of Born 2 Rider- to inaugurate its pavilion. The entire pavilion was been designed by its event management company 70 EMG.

According to Sanjay Tripathi, director, marketing, Harley Davidson India, the pavilion was created to reflect the feeling of metal, music, and bike - three elements that Harley Davidson stands for - and to create a stronger connect with the consumer.

The next two pavilions which played with 'interactivity' are Tata Motors and Ford Motors India. Designed and executed by Imagination Design and Communications India, both pavilions were created keeping in mind the brands' positioning.

The Ford Motors' pavilion had many attractions for visitors, ranging from a gaming zone to press a button next to the seat, strapped with a new type of seat belt. The moment one pressed the button, the belt popped up with a resounding sound catching visitors by surprise. The look of alarm on the face was captured and shown on a screen nearby and the picture was then put up on the Auto Expo page of Ford India on Facebook.

The pavilion also had a magician to communicate the 'blink of an eye' concept, which talked about the safety angle of Ford cars. Mark Berrett, CEO, Asia-Pacific, Imagination, said:  "In both stalls, the idea was to showcase what the brand stands for through interactivity, as it provides a better understanding about the nuances of the brand."

Imagination has been executing such experiences for Ford Motors for more than decades now; Berrett said in the last three-four years, experiential marketing which has been making a steady progress in India, will soon turn out to be one of the key elements in marketing strategy.

Automobile companies like Chevrolet, Hero MotoCorp, Renault and Skoda India also created various interactive zones to cast an impression on the consumer's mind.

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