Summary
The Unforgettable Game: boAt's Winning Symphony in the IPL Spectacle In the realm of IPL, boAt turned adversity into opportunity, striving to be more than a participant, emerging as the most remembered brand. Three engagement spikes, converting match moments into dynamic ads, captured hearts. With 49M interactions, boAt gained an 82% surge in brand mentions and a 36% boost in positive sentiment. The campaign's innovative finesse, combining real-time strategies and fan engagement, cemented boAt's lasting.
Challenge
In a nation where cricket is revered as a religion and the Indian Premier League (IPL) akin to a pilgrimage, boAt faced a formidable business challenge and sought ambitious goals during this cricketing extravaganza. With team owners investing a staggering 2.2 billion in their franchises and brands collectively spending over 1 billion on sponsorships, the stakes were high in a bid to capture the attention of the million viewers drawn to the IPL spectacle. The overarching goal was to rise above the clutter and not merely be a participant but to emerge as the most remembered brand in the vast IPL audience's minds. Navigating through the cacophony of competing brands, the challenge was to carve a distinct identity and forge a meaningful connection with viewers during this cultural phenomenon. In this dynamic environment, boAt set out to not only be a part of the IPL spectacle but to leave an imprint in the minds of the consumers.
Objective
IPL transcends cricket; it's a cultural phenomenon for Indians, offering a compelling reason to believe in favorite players, and teams, and cheer for cities. Amidst brand clamor through media spending, boAt identified an opportunity to carve a distinctive niche for itself. Recognizing the unparalleled popularity of cricket and the fervent IPL fanbase, boAt engaged both new and existing consumers. The campaign aimed to stand out by capitalizing on existing partnerships for heightened brand visibility. Leveraging experiential and interactive strategies, boAt rode on IPL moments to drive mileage and cultivate brand love. In a fierce league, boAt strategically aligns with the passion and energy that defines IPL, ensuring its message resonates amidst cricket fervor.
Strategy
Amidst this intense competition, boAt grappled with the challenge of making a lasting impression within the limited window of just a few tickets to the match and a mere 30 minutes of exposure with Hardik Pandya, boAt's ambassador and captain of Gujarat Titans. Our campaign strategy involved three impactful engagement spikes during the IPL, converting real-time match moments into dynamic ads. When a batsman hit a six on TV, we mirrored the excitement with a real-time ad online, providing fans a chance to win match tickets through an Instagram poll contest. In our continued infiltration, we turned significant match moments into secret codes that could be redeemed to win match tickets. While others sought attention with expensive sponsorships and ads, we engaged fans with an ambassador flashing real-time coupon codes at the stadium and on social media. Users were led to our microsite where they could redeem the codes to win the match passes. In the final engagement spike, amid a flood of conventional ads, boAt took a distinctive approach. Instead of running ads, we got cricket fans to turn mundane advertisements into boAt ads for a chance to win match tickets. Shifting from conventional strategies, we transformed the passive viewing experience into an interactive and entertaining endeavor. Our integrated campaign featured three impactful engagement spikes, converting real-time match moments into dynamic ads. We engaged fans directly through an Instagram poll contest, offering them a chance to win match tickets for the upcoming matches. Simultaneously, our live codes disrupted the offline space, translating key match events into a gateway for cricket fans to win IPL tickets.
Data
Amidst this intense competition, boAt grappled with the challenge of making a lasting impression within the limited window of just a few tickets to the match and a mere 30 minutes of exposure with Hardik Pandya, boAt's ambassador and captain of Gujarat Titans. Our campaign strategy involved three impactful engagement spikes during the IPL, converting real-time match moments into dynamic ads. When a batsman hit a six on TV, we mirrored the excitement with a real-time ad online, providing fans a chance to win match tickets through an Instagram poll contest. In our continued infiltration, we turned significant match moments into secret codes that could be redeemed to win match tickets. While others sought attention with expensive sponsorships and ads, we engaged fans with an ambassador flashing real-time coupon codes at the stadium and on social media. Users were led to our microsite where they could redeem the codes to win the match passes. In the final engagement spike, amid a flood of conventional ads, boAt took a distinctive approach. Instead of running ads, we got cricket fans to turn mundane advertisements into boAt ads for a chance to win match tickets.
Solution
Results
Our campaign approach resulted in impressive engagement stats, showcasing the success of our dynamic and innovative campaign during the IPL season. The results from our three engagement spikes during the IPL campaign were remarkable. By transforming real-time match moments into dynamic ads, we created an immersive experience. This initiative garnered a massive response, with users earning a total of 57 tickets to watch the live upcoming match. From the overall campaign, we reached an extensive user base, interacting with 49 million individuals. boAt experienced a substantial 82% increase in brand mentions, reflecting the resonance of our idea with the larger set of audience. Moreover, there was a notable 36% boost in positive sentiment, indicating a significant upswing in brand love and affinity. The success of the campaign underscored not only the effectiveness of our engagement spikes but also the enthusiastic response from the audience, showcasing a robust and enduring connection between boAt and its cheering fanbase.
