Rage Communications Private Limited

India faces an acute shortage of qualified truck drivers. Popular perception towards the trucking community has been largely responsible. Tata Motors wanted to inspire potential entrants to the industry by changing the perception of the truck driving profession, and show truckers in a new light. The brand wished to reinforce a sense of worth among the trucking community by engaging with them through an innovative idea.

Rage’s big idea was ‘Photo OK Please’ – India’s first photography contest, exclusively for truckers. The key insight for this idea was that everyday, truck drivers are privileged to witness a beautiful India - places, people and cultures that most people never get to experience. We noticed that many truckers love taking pictures of their travels and sharing them regularly with family and friends via Whatsapp.
 
Through this contest, Rage helped Tata Motors build a community platform for truckers, through which the brand engaged with thousands of truckers across India, creating brand awareness and changing perceptions as well. A WhatsApp for Business number was mobilized. Using this number, drivers could self-register via an easy link sent to them, submit travel photos clicked by them and get their queries resolved.


Every day, Tata drivers would send in dozens of queries and photos. Regular updates about winners, referral program details, photography tips & tricks along with messages of encouragement was shared with them 
 
Contest posters at Dhabas (where truckers meet up socially), standees at service centres and dealerships were installed as drivers made regular pitstops.
 
Various features of WhatsApp was employed to communicate with truckers - voice messaging was used for drivers who couldn’t read our messages and explanatory gifs that were visual led rather than copy led.
 
The photos shared by the truckers were centrally managed and uploaded on the community platform https://photookplease.tatamotors.com/

5,000 drivers sent over 23,000 pictures from all across the country.

200,000 messages shared with truckers on WhatsApp.
 
4 million people viewed the pictures clicked by truckers across social media
 
Over 120 Daily, Weekly and Wild Card winners were declared, resulting in a very active and enthusiastic PhotoOKPlease community.

But the greatest result was the goodwill generated among the community of Tata Truckers, who remained active on the group long after the contest ended, sending photos and enquiring about further contests.

• Unilever Food Solutions (UFS), a global company wanted to revamp its Australia and New Zealand brand sites and migrate to a AEM platform

• Rage was the lead local agency for the migration & implementation of UFS ANZ brand sites (Australia & New Zealand) on the new Adobe Experience Manager (AEM) platform

• We built new pages in AEM using existing site templates and component

• Ensuring that global guidelines, templates and standards done for Master site are followed

• Utilized JIRA as the project management tool and Dashboard to get a snapshot of the progress

• Multiple task specific Trackers were created with restricted access to multiple stakeholders to monitor progress, collect data and for reference.

• Usage of right components in AEM to ensure easy and efficient maintenance

• Improving standardization across the website by ensuring proper use of branding elements

• Multiple stakeholder management: Working with & coordinating between 3 global agencies + UFS Digital Marketing team

• Multiple system dependency (Info flow on the site was from 5 different systems)

• Preserving SERP ratings / Analytics tags of the site

• Non- negotiable Go-Live date

 Blizzard is one of the world’s leading game developers who own some of the most popular games like Diablo, World of War Craft, StarCraft’s etc.

They sell all gaming gears and curios associated with its games through ‘Gear’ an enterprise ecommerce store - https://gear.blizzard.com . This site already had a big fan base.

Blizzard wanted to upgrade the e-commerce store to handle large traffic and transactions every day. And also make it scalable as it grows.

Rage played the role of lead technology partner to rebuild the Gear store.

Functioning of the site involved extensive real time integrations with Blizzard’s backend and third-party systems

https://gear.blizzard.com

In this project for Blizzard, Rage worked on three key areas: platform migration, solution architecture and project management.

·       Platform Migration – Working with just-in-market version of Magento 2.8 Enterprise Cloud Platform

-        Given that the Magento 2 platform was in the early stages and was not matured enough, Rage proactively worked with Magento in identifying issues and directly contributed to find fixes

-        Worked through extensive customization and enhancements to meet demanding business requirements

-        Developed custom scripts for managing the massive data migration exercise

-        Developed a complex and meticulous plan to handle the synchronization of multiple legacy inventories across various systems

·       Technology

-        Architecture – Architecting a site that is extremely robust with ability to handle large volumes of transactions and sudden spikes

-        Extensive third-party Integration and complex Data Migration

·       Timeline – Extremely aggressive timeline of 8 months

·       Project Management

-        Multiple key stakeholders across different continents and time zones

Rage deployed a dedicated core team of architects, engineers and DevOps personnel that worked round the clock to build and launch the new site on time and on budget