Racemo was built to embrace the future. It had a futuristic design, technologies in partnership with Microsoft and was playable on the XBOX game, Forza Horizon 3. This car was so futuristic, it did something that cars once did – it felt alive that people could develop a relationship with. This was a car that could speak for itself and had a personality that was unlike anything on the road today. So we did just that, we brought Racemo to life as a person that people could engage and have a relationship with on the platforms where they were doing just that – Social media

We had a team who travelled to Europe to post photos and videos to document Cemora’s journey through Germany, Italy, Romania, the United Kingdom and Spain.

We connected with around 40 influencers across Bollywood, lifestyle and fashion including Dabboo Ratnani, Parineeti Chopra, Tiger Shroff, Jacqueline Fernandes etc and sent them personalized (virtual) postcards along the way that they replied to and shared with their followers.

Instagram and Twitter were at the heart of this campaign and we used Facebook and Youtube to only promote the final reveal video. We used daily trends to post interesting content and also replied to every comment and tweet posted by Cemora’s followers.

We set out to create as large an audience for Cemora so that, come launch, Tata Motors would be greeted with fans eager to get a glimpse of India’s first sports coupe. In consultation with the brand, we set ourselves the following targets:

Reach – 3 million

Impressions – 10 million

Engagement – 200,000

The following is what we achieved as a result of the campaign (Using Prophesee analytics):

Reach - We managed to get 403% of the reach we set out to achieve

Impressions- Impressions achieved were 571% greater than what we targeted

Engagement - Engagement across platforms was 871% greater than our target

On the day of the launch, the #CemoraIsRacemo launch film was seen across social media more than 2.2 million times by fans of Cemora and the various celebrity influencers who’d spoken to her.

Moreover, as the campaign was completely away from cars and the world of automobiles, we achieved these results independent of all competitor activity.

Cemoras posts reached a total of 12.1 million people thanks to the retweets and interactions with influencers and followers

With the strategy of building a relationship with Racemo as a living entity, we created Cemora (anagram of Racemo), a fast and feisty girl on a month long solo adventure from India to Geneva. She was sassy, spunky and her personality matched the car. She documented her entire journey using Instagram and never revealed who she was. Photos and videos she posted were from her point of view and had her voice, but never showed who she was.

We used paid media sparingly and to keep the authenticity of Cemora as a real person, employed influencer marketing instead. At every stage, we used celebrity and social influencers who would cheer her on and build her credibility as the most interesting social media profile in India. When the media and people finally began asking who she was, she revealed herself as Racemo on the same day that Racemo was officially unveiled at the Geneva Motor show.

Tata Motors was launching the Racemo, a two seater sports coupe unlike any car seen on Indian roads. We had to build a captive audience for a month leading up to the official launch of the car at the 87th Geneva International Motor show. Our challenge was that we couldn’t mention anything about the car during this month. No name, photos, videos or even the fact that this was a car.