1. Case study _ Idea 3G IPL
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BUSINESS CASE
Cricket being the most followed sport in India; IPL was the best platform for brands to reach
out to their consumers. While every brand is eyeing to leverage IPL, Idea wanted to break
through the clutter and create Brand awareness in an innovative way.
With the audience for Idea being always on the go, it was essential to reach out to this
audience at the right time with right content. Idea also wanted to communicate their
association with the sport and thus create greater recall.
SOLUTION
With, sport enthusiasts following buzz as a medium to connect with instant sporting action
on the go, the network created a robust platform for Idea to advertise. The brand
communication was pre-stitched with near LIVE cricket highlights and was delivered to
consumers at Buzz hotspots. Consumers walking in to any of the buzz enabled locations
could download the content for FREE either through Wi-Fi or Bluetooth.
The branded content was made available on more than 1500 types of handsets, indicating
the diversity of Idea consumers. To ensure greater reach, the content was served in more
than 15 cities in over 700 Buzz hotspots. During the IPL matches, Idea became synonymous
to IPL highlights.
RESULTS
o Over 1M downloads were achieved during the campaign
o 46% of the users were drawn to see the Highlights of the match
o The content was most downloaded at the Café Coffee Day, proving the right target
for a Brand like Idea
HIGHLIGHTS
o Created a new platform out of a sporting event for the sponsors to generate better
ROI from their investment
o Demonstrated how mobile can help brands achieve, recall, sustenance and
engagement with the consumers