Tata Tiscon’s digital debut leveraged industry innovations, AI-driven campaigns, and targeted strategies to set a new benchmark for the brand.
While the dream of building a home resonates with many Indians, the process often overlooks the critical aspect of selecting building materials. Considerable attention is devoted to home design and interiors, but the choice of construction materials is typically left to contractors. This disconnect is compounded by the complexity of the category, making it all the more challenging for people to navigate effectively.
Recognizing this significant gap in the decision-making process, Tata Tiscon, India’s premier TMT rebar brand under Tata Steel, has embarked on a journey to revolutionize the consumer experience within the construction sector.
With a mission to educate and empower home builders, Tata Tiscon launched a comprehensive 360-degree campaign, anchored by its latest offering, the 550SD rebars.
Conceptualized and executed by Wunderman Thompson India, now VML, the campaign highlights the technical prowess of Tata Tiscon 550SD, to shift attention from peripheral advantages to the tangible benefits of the product itself.
Tata Tiscon has strategically harnessed industry-leading digital marketing innovations to reach audiences at scale through digital platforms. Leveraging GroupM Nexus and Mindshare’s Multi DSP – Copilot AI and DCM, the brand achieved targeted and effective engagement with desired audience segments.
Harnessing the Power of OTT Platforms
The programmatic campaign launched with a Multi-Platform De-Duplicated Unique Reach and Frequency solution, targeting key OTT platforms like Zee5, JioCinema, MXPlayer, AajTak, ABP News, Dainik Bhaskar, and more.
Using a 20-second non-skippable format in optimized time slots led to a strong 10% increase in Completion Rate and Click-Through Rates (CTR). The campaign reportedly amassed 1.7 crore views nationwide, demonstrating its effectiveness.
The Potential of AI
They implemented an AI (Artificial Intelligence) powered YouTube Campaign via Copilot, reaching 1.4 crore viewers. This AI-driven strategy optimized campaign performance, reportedly achieving a 12% improvement in View-Through-Rate and over 50% efficiency in planned Cost-Per-Views (CPV).
Embracing Personalization
Tata Tiscon drove traffic to their D2C online home building platform, ‘Aashiyana’, using an API-enabled weather-based dynamic data strategy. This delivered personalized ads nationwide, resulting in a remarkable 5X lift in CTRs, with weekends seeing the highest engagement.
Additionally, relevant ads were tailored based on weather conditions in targeted areas.
This campaign has been integrated with augmented reality and static displays across news sites delivering:
- 6.1 lakh news banner clicks
- 4.4 lakh clicks delivered via programmatics
- 21 crore impressions
- 11 lakh website traffic
Seamless Integration Across Multiple Platforms
The innovative campaign effortlessly operated across multiple buying platforms, ensuring desired outcomes were achieved effectively. Leveraging the Multi DSP Cross Platform with Copilot, it combined targeting capabilities from various digital platforms and third-party data partners, streamlining budget allocation and spending for Tata Tiscon across platforms and inventory channels.
Effective Tracking of Results
To address the often-overlooked aspect of tracking metrics, Tata Tiscon utilized the Doubleclick Campaign Manager (DCM), allowing for a breakdown of effectiveness metrics such as impressions, clicks, conversions, and other engagement-related data.
Looking ahead, the Nexus Programmatic Team has designed a DV360 + Trade Desk campaign for Tata Tiscon. This campaign will utilize second and third-party audience data along with custom intent keywords targeting, managed seamlessly by Copilot AI through server-to-server integration across both DSPs.
The campaign redefined the home-building category, and has also established benchmarks for innovative and effective advertising strategies.
Apart from technical prowess, the campaign focused on engaging and educating consumers, leaving its mark by transforming the home-building experience into a journey of informed decisions and joyful construction!
Source: All data and information provided by the Tata Tiscon team and representing agency teams
