Tata Sumo Gold _IVR
The presentation outlines a 2013 marketing campaign for the Tata Sumo Gold aimed at shifting the vehicle’s perception from a small‑town commercial SUV to an aspirational choice for young urban buyers and to generate 2,000 test‑drive requests. The core challenge identified was a high drop‑off between ad exposure and actual test drives, especially because potential customers could not easily experience the SUV on varied terrains. To bridge this gap, the agency created a first‑of‑its‑kind IVR‑prompted virtual simulated test drive embedded in a single banner, integrating web and mobile interfaces. Users could initiate the experience via a missed‑call callback, enter a unique ID, and, based on geolocation, navigate custom terrain simulations using voice commands. The campaign reached over 8 million users across India, lifted consideration for the Sumo Gold by 7 %, achieved a conversion rate of 2.3 % (far above the industry average of 0.01 %), and generated twice the expected test‑drive requests. Google DoubleClick highlighted the execution as a best creative case study in the Indian auto category, cementing the vehicle’s return to market relevance.
