Summary
DreamSetGo's mission is to be India's most reliable platform offering incredible sporting experiences with bespoke leisure travel and our carefully selected campaign 'Experience The Exclusive' hits the nail on the head, addressing the narrative of being the best in the country.
Challenge
Our brand study presented us with a challenging insight that there is no official and authentic sporting partner in India for premium sporting experiences. "I need convenience with full transparency" "I want someone who I can trust" "I want to curate my own sporting package" "I want premium hospitality at the event" This underscored a critical opportunity, as there was no recognised entity that specialised in providing authentic sporting experiences.
Objective
● Maximize brand visibility among sports enthusiasts, ensuring DreamSetGo becomes a household name amongst all sports' fans. ● Establish DreamSetGo as a brand that stands for being authentic, bespoke, premium and, experiential ● Ensure a 360-degree experience across the customer journey The task at hand was to create a brand narrative that epitomises the ethos of brand DreamSetGo and to articulate it's commitment to delivering unparalleled sports experiences by highlighting its dedication to quality, exclusivity, and a deep connection with the sports world
Strategy
We wanted to create a brand that understands the fans and their emotions to ensure that passionate sports fans never have to compromise on their experience. We aimed to create a brand rooted in fan empathy and dedicated to providing genuine and quality experiences in a market often marred by scams and unreliability. We are, A brand that they can TRUST A brand that is AUTHENTIC A brand that can understand their LOVE FOR SPORTS A brand that REDEFINES EXPERIENCES A brand that is EXCLUSIVE
Data
According to stats, 30% of the fans said that religion defines them while 57% said that sports define them. For fans, whose dedication is so extraordinary, why should they settle to watch their favourite games and sports in a style that is so ordinary? To answer questions like: "I need convenience with full transparency" "I want someone who I can trust" "I want to curate my own sporting package" "I want premium hospitality at the event" We came up with the campaign Experience The Exclusive featuring our Brand Ambassador and Cricket Legend who defines luxury, Sourav Ganguly.
Solution
In India, sports transcend mere entertainment, embodying a religion that audiences passionately follow and live by. As mentioned in our data study above, Sport defines fans more than their religion! These fans deserve much more. And hence, we articulated the thought that defines our campaign, "Experience the Exclusive"
Results
There are two social mediums that had a major focus when it came to our campaign, one being YouTube and the other Instagram. Based on our past learnings, our target audience is more dominantly present on these platforms, hence the specific focus on them. Mentioned below will be a brief summary of the numbers. YouTube: The industry average for the Avg. View Duration and Avg. View percentage on YouTube is 0.25 seconds and 35% respectively. We surpassed those numbers fairly well garnering 0.57 seconds Avg. View Duration (over a minute) and 67% Avg. View percentage, showcasing a 128% and 91% increase. To further top this, our cost per view (judged on efficient spends) which was 0.6 saw a 33% reduction in costs. Instagram: As per our reports, Instagram saw an upscale in viewing numbers, gathering over 1 million views which is one of our best performing social media posts. Additionally, 21000 likes basis the 1 million views showed a performance of 2% which is highly efficient. To further top this, our cost per view (judged on efficient spends) of 0.6 saw a further reduction in media spends, resulting in good value for money spent.
