Background

FIFA under-17 World Cup was one of the biggest sporting events hosted by India with live streaming available on the SonyLiv App.

Challenge

Limited budgets from the organizers and sponsors, resulted in limited buzz around the event.

Insights

Deserting television for digital platforms is on the rise amongst the millennials & this holds true especially for sports as a category.

Strategy & Solution

Strategic Placement –Right Place
Millennials spend a maximum of their waking hours at work. Keeping in mind that Apps are their go-to platform & corporates their hub, we chose 50 digital screens across corporates to create awareness about the event & in turn drive app engagements.

Dynamic Creatives – Right Message
The brand showcased dynamic creatives in real-time highlighting the matches for the day, thus being highly relevant & encouraging users to engage with the app.

Timed Exposures – Right Time
Ad exposures were increased during hours that complimented the match hours & were also time-slots where footfalls were maximum. E.g. – 4.00 pm to 5.00 pm during tea breaks or 7.00 pm-8.00 pm when people leave for home.