Summary
"Chase You Dream" Called out a billion cricket fans to support Indian athletes in chasing their dreams
Challenge
Market Insight: India is a cricket-crazy nation. It garners the highest viewership both for international and local tournaments. The players are worshipped and command a huge share of voice on the internet whenever they perform. Everything to do with the cricketer's lives is newsworthy, from their on-field performance to online banter, training formats to their brand deals.
Objective
Campaign Objective: Bridgestone as a brand is known for its contribution in the world of sports and was one of the major worldwide Olympic partners at the Tokyo Olympics 2020
Strategy
We meticulously concocted a communication plan which displayed our athletes's firm resolute moreover, amplified our key message loud amidst our carefully targeted listeners. We took it in our stride to challenge the cricket fans to turn their heads toward Indian Athletes during the highly anticipated Ind Vs SL cricket series. With the right mix of communication and media planning, we achieved a 43% increase in brand awareness and a 10% increase in the overall Ad recall during the campaign period Moreover, the brand achieved a 32% rise in Share of search volumes on brand and campaign-related key volumes, indicating a high recall among the audience The campaign contributed to a strong Indian viewership for Tokyo Olympics 2020, emphasizing Bridgestone's active participation in the world's biggest athletic event.
Data
The thematic film was followed by a series of 4 films commemorating the struggles of Indian athletes; represented by our 4 Brand Ambassadors. The campaign also witnessed Sudhir Kumar, India's biggest cricket fan, who came on board to drive the message home and inspire other cricket enthusiasts via a dedicated film. #Spread the Cheer The engagement was driven by Chase Your Dreams Microsite which encouraged visitors to share their wishes live with the Brand Ambassadors. #Engagement via Digital and Media Interventions 1. Audio engagement with Alexa. "Khel Quiz" - First in the Category campaign initiated quizzes based on Olympic trivia on Alexa and connected Devices 2. AR Filter akin to Sudhir Kumar' face paint was created and people were encouraged to record cheers for the Indian contingents Leveraging the cricketing season and being visible to cricket fans 3. Ads were strategical during live cricket matches & the opening ceremony of the Olympics on Sony Liv 4. Targeted over 200+ keywords on Google to reach Olympics, cricket, cricketers, Indian athletes, Ex-Olympians, inspiring keywords 5. We used custom innovation & impact-display properties on Inshorts, TOI network, ET, Business Standard, Indian Express, Brave, etc. with video & gamified ads 6. First ever Tyre Brand to Advertise on FIRETV Connected TV Ads to capitalize Large Screen Video Viewing 6. Tied up with Toofan movie release & targeted Prime & Netflix platform users through Dentsu DMC platform & Amazon DSP for sports enthusiasts Influencers ad Ex-Olympians: Ranvijay, Mayanti, Mahesh Bhupati, Prithvi Shaw, Vijendra shared our message to their followers to support Athletes in chasing their dreams.
Solution
The thematic film was followed by a series of 4 films commemorating the struggles of Indian athletes; represented by our 4 Brand Ambassadors. The campaign also witnessed Sudhir Kumar, India's biggest cricket fan, who came on board to drive the message home and inspire other cricket enthusiasts via a dedicated film. #Spread the Cheer The engagement was driven by Chase Your Dreams Microsite which encouraged visitors to share their wishes live with the Brand Ambassadors. #Engagement via Digital and Media Interventions 1. Audio engagement with Alexa. "Khel Quiz" - First in the Category campaign initiated quizzes based on Olympic trivia on Alexa and connected Devices 2. AR Filter akin to Sudhir Kumar' face paint was created and people were encouraged to record cheers for the Indian contingents Leveraging the cricketing season and being visible to cricket fans 3. Ads were strategical during live cricket matches & the opening ceremony of the Olympics on Sony Liv 4. Targeted over 200+ keywords on Google to reach Olympics, cricket, cricketers, Indian athletes, Ex-Olympians, inspiring keywords 5. We used custom innovation & impact-display properties on Inshorts, TOI network, ET, Business Standard, Indian Express, Brave, etc. with video & gamified ads 6. First ever Tyre Brand to Advertise on FIRETV Connected TV Ads to capitalize Large Screen Video Viewing 6. Tied up with Toofan movie release & targeted Prime & Netflix platform users through Dentsu DMC platform & Amazon DSP for sports enthusiasts Influencers ad Ex-Olympians: Ranvijay, Mayanti, Mahesh Bhupati, Prithvi Shaw, Vijendra shared our message to their followers to support Athletes in chasing their dreams.
Results
Brand Awareness grew by 43% Brand recall upliftment rate by10% Other: (Digital) Reach: 166.2 Mn Views: 76.4 Mn Clicks: 2.7 Mn Website Visit: 1.1Mn Over: 1.5lakh + Personalised Wishes
