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The Art of Car Care – Tegeta Motors Creative Event
2024-06-28 13:27:09
At Tegeta, they understand that long-term cooperation with customers requires not only high-quality services but also emotional connections. With this philosophy, the company connects two seemingly different worlds, the automotive industry and art. By synthesizing functionality and aesthetics, he created a new campaign and presented car maintenance not as a boring routine, but as an art.
The project consists of moving posters with personalized music and sound design. Each of them artistically reflects the function of a specific product.
Teona Kokhodze, Creative Director of Tegeta: “At Tegeta Motors“ It’s been several years, Innovation and challenges drive us. Seasonality Prepare those culture process Be part of it our experienced High mechanics With professionalismA and Achieving Perfection devoutly big contribute include
This time, we chose a different format to convey our message to our customers. Represents current automotive products In a new way Expression the way We applied. conceptCTherefore, it should includeeHe created a visual form that emphasized the combination of the automotive industry and art. You may agree with me, “Tejita Kasi“ Whether in terms of its impressive design or brand concept, Porsche is the best among them. That’s why we decided on the poster Porsche Carrera 4S use it.”
A team of professionals who love their work worked on this project – the result is fitting, and the love and care can be felt in every poster. It’s six o’clock With automotive products in mind, you can easily keep up with the seasons. Artists Giorgi Tkebuchava and Dima Konjaria created a series of moving posters.
George Tekbuchawa, Artist: “We decided to create a series of moving postersYou are showing not only season but the car parts change. We present all of this as a joint synthesis of the updating and preparation processes.
For me, as a visual art Artist’stimeWHOThis was the first time I studied not only a car as a work of art in general, but also its components and operating details in detail. These became moving posters that we shared with our audience.”
To increase consistency and emphasize the direct automotive product, a single model, the Porsche Carrera 4S, was used in all posters. Their distinguishing element was the sound design, which describes the “sound” characteristics of a specific product. Without excessive details and with easy-to-grasp content, the idea of ​​the campaign had to be conveyed to the members of the working group in just a few seconds and, most importantly, simply and clearly.
Zviad Mghebri, composer and sound designer at POSTRED: “It is a rather bizarre and kitschy event. This wholeness created by sound, music and visuals, combined with such precision and coherence, that even a small wrong move between these three elements could result in complete “dissonance”. I think the minimalist character of the project and its unusual details and identity have been accurately conveyed in the audio part, and we have been able to create the kind of atmosphere we had in mind when forming the initial concept.
Our challenge was to abstract the car away from its object status and add elements that accurately convey the intended emotion. Translating the object into an idea without exaggerating and retaining the beauty and interest is the most exciting part of the process.”
The work process lasted six weeks. One week was defined for each product. The focus was on car parts that needed seasonal preparation, as well as several essential products that are essential for safe and comfortable transportation. These included: tires, batteries, filters, brake pads and windshield wipers. The final 6th video shows the possibilities of the painting work, where the color of the car is completely changed.
“Tegita Motors” In sync with the creative video, banners depicting the event were placed in different locations in Tbilisi. The company decided to give the advertising banners a new life after the event. This is how the idea of ​​the brand came about. “With Men” After collaboration and removal, new functional objects were created from the recycled banners.
Vakhtang Mdzinarashvili, Head of Marketing at Tegeta Motors: ““Tegeta Motors” has been developing in the field of automotive services for almost 30 years and is a market leader in the entire region. Therefore, it is very important for us to offer our customers a modern, smooth service that meets their wishes and requirements as much as possible – whether it is remote service, digital services or the automotive products of more than 300 leading brands that Tegeta represents in Georgia and neighboring states. With our campaign, we want to influence more people and remind them in a different, creative way that the seasonal preparation of the vehicle is directly related to safe and comfortable driving.
Regarding the collaboration of the brands “Tegeta” and “Adamiani”, as you know today, waste management is a huge challenge worldwide. That is why we decided to contribute to this challenge and give a new function to the used banners instead of becoming waste. I think it is a very interesting and rewarding collaboration”
Tegeta believes that such events and activities will drive car owners to change and make car maintenance an art and a part of their daily lives. For full information on the campaign, please refer to the link: https://shorturl.at/elJfF
Brand: Tegita Motors
Marketing Department head: Vakhtang Mginarashvili
Creative Director: Teona Kokhodze
Poster design: Giorgi Tkebuchava, Dima Konjaria
Music and sound design: “Postredaudio”, Zviad Mghebrishvili
Artistic Director: Luca Todua
Copywriter: Nika Khozer
Digital Marketing Executive: Nina Kereleishvili
Accessories design: Brand “ADAMIANI”
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Tegita Auto about: In Tegeta Holdings The subsidiary Tegeta Motors has been operating in the market since 1995 for light duty, truck and special purpose services. The company is a leader in the automotive industry, offering its customers a full range of automotive services, including cars and trucks, buses and minibuses, and special equipment. The company has 28 branches across the country, serving up to 500,000 retail customers and 35,000 corporate customers. Tegeta Motors represents about 300 world brands in Georgia, including Bridgestone, Michelin, Varta, Shell, Motul, Hengst, etc.
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