Tata Communications successfully launches a connected vehicle program, MOVE to help businesses achieve automotive excellence
The Global Health Emergency changed the realities of the world we live in and one of the biggest impacts was on businesses across the globe. The Automotive Industry witnessed an all-time low double-digit(39%) decline in car sales worldwide. While the world was deliberating its next move, Tata Communications, an automotive connectivity solution provider to car manufactures, was a step ahead with the strategy.
Tata Communications wanted to launch their solution, MOVE Intelligent Connected Platform, and build a pipeline for next year while keeping in mind the current industry sentiment.
Planning and Execution
The MOVE Intelligent Connected Platform transforms connected vehicle programs and assists businesses across each stage of the connected journey. From solving traditional challenges around vehicle connectivity to empowering their audience to monitor, control, get insight, and apply intelligence to connected services.
A 360-degree partner program like MOVE needed to reach out to the right prospects so that they could help more businesses achieve automotive excellence. Tata Communications along with their agency partner, Frogideas fixated on Account-Based Marketing (ABM). This also included a well-devised B2H campaign & messaging structure to build the pipeline of high-value prospects by 2021 across touchpoint.
Industry landscape and competition were understood and then Tata Communications MOVE was positioned.
Visual Concept and Messaging Hierarchy
Basis the positioning, the central visual concept was conceptualized to then build a message house.
Content Mapping with Buyer Journey
Content pieces were mapped by understanding each stage of the buyer journey and aligning them with ABM.
Content collaterals were curated and produced – ebook, infographics, emails, ads, social creatives for the campaign launch.
With Account-Based Marketing (ABM), targeting was more refined further leading to getting more high-value prospects in the pipeline. The right strategy combined with engaging content formats proved to be a huge success for the launch of MOVE. Overall the launch was a huge success and drove great results for Tata Communications.
SAP successfully builds and engages an online community, Growth Matters Forum