Summary
chase You Dreams campaign Called out a billion cricket fans to support Indian athletes who dedicated their blood, sweat, and tears to bringing glory to the home
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
A 360-degree campaign titled #ChaseYourDream was thus born. It aimed at reaching out to the billion cricket fans in India and urging them to acknowledge the journey of every Indian sportsperson, just like the cricketers representing the country. The Strategy: We crafted an integrated Marketing Communication strategy that stoked touchpoints- video, augmented reality, media interventions, tech interventions, celebrity push, offline and online engagements all of which came together to form a narrative that resounded all the way to the Tokyo 2020 Olympic games
Data
#Chase Your Dreams – Branded Films The "Chase Your Dream" film marked the launch of the campaign and it introduced our Brand Ambassador - P.V. Sindhu, Mary Kom, Sakshi Malik & Kidambi Srikanth. The motive was to draw parallels between the Olympic athletes and cricketers; that the determination, dedication, and hard work they put into their respective sports remain the same. 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
Solution
Cricket is a highly cherished sport that takes possession of the maximum mind space of Indians and is greatly consumed as a form of entertainment. And, Every other sport has to compete hard with it to gather a similar magnitude of cheer, attention, or support. To plunge into the swarm of the loyal band of cricket followers and get them to focus on other sports, was quite a challenge! Nonetheless, we took all the energy Indians to have for cricket and diverted it towards Indian Olympians 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. The notion came from the heart, and in turn, touched the hearts of Indians who were proud to be part of such a movement, all because Bridgestone India showed a billion Indians what it meant to Chase 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 Other: (Integrated) Reach: 176.2 Mn Views: 76.4 Mn Clicks: 2.7 Mn Website Visit: 1.1Mn Over: 1.5lakh + Personalised Wishes
