Cricket World Cup India 2011 ICC Cricket World Cup ... World Cup India 2011 ICC Cricket World Cup Sponsor Activation Highlights 01 April, 2011

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  • Cricket World Cup > India > 2011

    ICC Cricket World Cup

    Sponsor Activation Highlights 01 April, 2011

  • 2Client Name > Project Name

    Content

    3 - 7 > Introduction & Overview

    8 - 34 > Official ICC Sponsor Highlights

    9 - 15 > Reliance Best Wishes & Boundaries For Books

    16 - 20 > Hero Honda Kricket Ka Karizma

    21 34 > Pepsi Change The Game

    35 - 59 > Player/Team Sponsors & Guerilla/Ambush Highlights

    36 51 > Nike Bleed Blue

    52 - 59 > Adidas No Ball Wasted

  • Cricket World Cup > India > 2011

    Introduction & Overview

  • 4Cricket World Cup > India > 2011

    Key Marcoms Trends Overview:

    Indian Patriotism vs Globalisation

    Tradition/Heritage vs Change/Now

    Fan Participation Through Marketing

    Reworking Of Previously Seen Creative

  • 5Cricket World Cup > India > 2011

    The World Cup in India is a big event from a viewership perspective and thats why marketers are interested. It is a great format with 14 countries, 50 overs, and with India in good form we are hoping they perform well and we get the return on investment,

    Sanjay BehlReliance Communications Marketing Head

  • 6Cricket World Cup > India > 2011

    Fan behaviour has changed since the last India World Cup. Everybody wants to be a part of whats happening. Fans want active engagement not passive viewing. They want to be a part of the action, to interact with their favourite cricketers, know their views, have a voice and be rewarded for their passion.

    Yashraj VakilRed Digital COO

  • 7Cricket World Cup > India > 2011

    http://www.youtube.com/watch?v=U7uElVPXhxU

  • 8Cricket World Cup > India > 2011

    Main Sponsors:

    Reliance Communication

    Hero Honda

    Pepsi Co

    LG

    Emirates

    Reebok

    Yahoo

    Castrol

    Money Gram

    Associate Sponsors:

    Sony India

    Vodafone

    Idea Cellular

    Maruti Suzuki

    Phillips India

    Airtel Digital TV

  • Cricket World Cup > India > 2011

    Official ICC Sponsor Showcase

  • 10Cricket World Cup > India > 2011

    Reliance Communications bases its marketing

    around enhancing customer experiences of Indias

    three main national passions cinema, music and

    cricket

    Category

    Sports > Cricket

    Event > Property

    One Day Cricket World Cup

    Rights Owner > Body

    ICC

    Rights Holder > Brand

    Reliance Communication

    Sponsorship Level

    Global Partner

    Campaign > Initiative

    Best Wishes

    Boundaries For Books

  • 11Cricket World Cup > India > 2011

    Overview

    > Reliance, Indias largest telecoms provider, bases its marketing on enhancing

    its customers experience of Indias three passions cinema, music and cricket

    > Its cricket association and sponsorship activity dates back to 1987

    > In addition to its Global Partner sponsorship status it also offered a live ICC

    World Cup match streaming service on selected handsets via a monthly package

    > Main thrust of activity was Best Wishes campaign launched in January 2011

    > Most eye-catching aspect of campaign was the signature strand - revolving

    around collecting signatures from members of the public to wish the Indian Cricket

    team the best of luck for the tournament and promote the spirit of the game

    > The flagship element was a 30 foot high cricket bat in Chandigrath on which

    members of the public signed their names and wrote their good luck messages

    > Cricketer Ishant Sharma started the signature campaign by putting his own

    signature on the giant bat which stayed on site until the end of the competition

    > In collaboration with Chandigarh Tourism, the bat (30 ft x 4 ft) was full of names

    within a few hours of the launch so the flex surface was changed regularly to allow

    more people to sign it. It was eventually handed to the India team

  • 12Cricket World Cup > India > 2011

    Reliance Communications > Best Wishes > Outdoor > ICC Cricket World Cup 2011

  • 13Cricket World Cup > India > 2011

    Overview

    > Another interesting aspect of Reliances Cricket World Cup sponsorship was its

    Boundaries For Books initiative backing non profit organisation Room To Read

    > Room to Read was the ICCs charity partner for the 2011 World Cup and

    Reliance Life contributed Rs 25000 for every six hit during the World Cup

    >The proceeds were used to build libraries and provide books (English and local

    language) to under-privileged children in India.

    > Indian captain Mahendra Singh Dhoni, Sachin Tendulkar, Dale Steyn, Shane

    Watson, Angelo Matthews and Ricky Ponting all contributed to this cause by

    recording promotional messages for the campaign

    > Each six ensured 30+ kids access to libraries with books and teachers

    > The idea is to promote literacy amongst children who do not have access to

    educational material, as these children are the future of our country

    > The programme ties in with the existing Reliance Big FM, Big Cinema & Big

    CBS platforms promoting its 'Hit illiteracy for a Six campaign

    > Donations were made online and cricket prizes were given to the biggest donors

    >See www.facebook.com/RelianceLifeInsurance or www.roomtoread.org/worldcup

    I am honoroured to be

    associated with Room to

    Read and the Boundaries

    for Books campaign

    during the ICC Cricket

    World Cup 2011. I realize

    how important it is for

    everybody to have the

    opportunity to have access

    to books. Room to Read is

    making reading a reality

    for millions of children, as

    they say World Change

    Starts with Educated

    Children. I am committed

    to helping this organization

    reach as many children as

    they possibly can.

    Shane Watson (Australia)

    http://www.facebook.com/RelianceLifeInsurancehttp://www.roomtoread.org/worldcup

  • 14Cricket World Cup > India > 2011

    Reliance Communications > Room To Read / Boundaries For Books > CSR > ICC Cricket World Cup 2011

  • 15Cricket World Cup > India > 2011

    Reliance Communications > Room To Read / Boundaries For Books > CSR > ICC Cricket World Cup 2011

    http://www.roomtoread.org/worldcuphttp://www.roomtoread.org/hdfc/hindex.asp

  • 16Cricket World Cup > India > 2011

    Reliance Communications > Cricket Mania > Radio > ICC Cricket World Cup 2011

    http://www.youtube.com/watch?v=qphHg5eqPOI

  • 17Cricket World Cup > India > 2011

    A promotional strategy built around its flagship

    Karizma ZMR model promoted by the Kricket Ka

    Karizma gaming campaign.

    Category

    Sports > Cricket

    Event > Property

    One Day Cricket World Cup

    Rights Owner > Body

    ICC

    Rights Holder > Brand

    Hero Honda

    Sponsorship Level

    Global Partner

    Campaign > Initiative

    Kricket Ka Karizma

  • 18Cricket World Cup > India > 2011

    Overview

    > Hero Honda used its ICC Cricket World Cup 2011 sponsorship to raise

    awareness and generate buzz around its flagship Karizma ZMR model

    > There were many aspects to its official sponsorship activation, including:

    > In-game TV spots

    > Display Karizma ZMR model on a boundary podium in all grounds

    > But its online/mobile Kricket Ka Karizma game attracted most marketing interest

    > The game launched on 17 February and closed on 20 March across India only

    >

    > Indeed, the contest was open to all 18+ Indian citizens residing in India who had

    a valid Indian mobile number with a valid proof of identity and address

    (passport/voters ID card/driving license)

    > 11 max score winners entered into draw to win a victory lap at the final (although

    it was unclear whether this victory lap took place in the way envisaged by the

    brand and the players)

    > See http://www.kricketkakarizma.com

  • 19Cricket World Cup > India > 2011

    Hero Honda > Kricket Ka Karizma > Gaming > ICC Cricket World Cup 2011

  • 20Cricket World Cup > India > 2011

    Hero Honda > Kricket Ka Karizma > YouTube > ICC Cricket World Cup 2011

    http://www.youtube.com/watch?v=60RcVtMi9OY

  • 21Cricket World Cup > India > 2011

    Hero Honda > Kricket Ka Karizma > Facebook > ICC Cricket World Cup 2011

    http://www.facebook.com/pages/Kricket-Ka-Karizma-Hero-Honda/109694499108212?sk=info

  • 22Cricket World Cup > India > 2011

    A campaign based on the insight that a revolution is

    going on in cricket - leading to new bowling, batting

    and fielding techniques

    Category

    Sports > Cricket

    Event > Property

    One Day Cricket World Cup

    Rights Owner > Body

    ICC

    Sponsor > Brand

    Pepsi

    Sponsorship Level

    Global Partner

    Campaign > Initiative

    Change The Game

    Agencies

    Taproot India

  • 23Cricket World Cup > India > 2011

    Overview

    > Pepsi reported to spend US$6m a year sponsoring the ICC

    > Change The Game was based on the insight that a revolution is going on in

    cricket - T20 particularly has led to new bowling , batting and fielding techniques

    > Linking this to the brands core youth-led target market and the matching idea

    that youth also defies authority and convention a multi-media campaign emerged

    > Initially kicked off with TVCs, outdoor and press work featuring a set of Pepsi

    star player brand ambassadors

    > The humour led spots began with India captain Dhoni learning a new helicopter

    shot, and then featured Pietersens switch hit, Sehwags upper cut, Singhs

    doosra and Dilshans dilscoop. Outdoor and print matched these inventions

    > A 'Change the game 11' contest ran from January to February 2011 searching for

    the 11 best innovations by cricket fans and assembling a 'Change the game fan

    11'. These winners won passes to all Indias matches and acted as brand

    ambassadors across social media platforms

    > Social media played a powerful roll with personalised online community tools on

    Facebook and Twitter and an online Pepsi crowd mega wave

    >See www.pepsichangethegame.com

    http://www.pepsichangethegame.com/

  • 24Cricket World Cup > India > 2011

    Pepsi > Change The Game > Press > ICC Cricket World Cup 2011

  • 25Cricket World Cup > India > 2011

    Pepsi > Change The Game > Outdoor > ICC Cricket World Cup 2011

  • 26Cricket World Cup > India > 2011

    Pepsi > Change The Game > Ambassadors > Press & Outdoor > ICC Cricket World Cup 2011

  • 27Cricket World Cup > India > 2011

    Pepsi > Change The Game > Ambassadors > Press & Online > ICC Cricket World Cup 2011

  • 28Cricket World Cup > India > 2011

    Pepsi > Change The Game > Ambassadors > Press, Outdoor & Online > CC Cricket World Cup 2011

  • 29Cricket World Cup > India > 2011

    Pepsi > Change The Game > Ambassadors > TVCs > CC Cricket World Cup 2011

  • 30Cricket World Cup > India > 2011

    Pepsi > Change The Game > Website > ICC Cricket World Cup 2011

  • 31Cricket World Cup > India > 2011

    Pepsi > Change The Game > Social Media > ICC Cricket World Cup 2011

  • 32Cricket World Cup > India > 2011

    Pepsi > Change The Game > Virtual Wave > ICC Cricket World Cup 2011

  • 33Cricket World Cup > India > 2011

    Pepsi > Change The Game > Merchandise

  • 34Cricket World Cup > India > 2011

    Comment

    > There were some creative similarities with Pepsis Fifa World Cup work in the

    previous year

    > With press, outdoor and online images focusing on players in body paint

    deriving from African body painting traditions (to intimidate opponents) and moving

    across to Indian traditions

    > Do the more aggressive, physical and contact traditions in football genuinely

    translate to the world of cricket?

  • 35Cricket World Cup > India > 2011

    Pepsi > Change The Game > Echoes Of Other Campaigns Pepsi FIFA World Cup 2010

  • Cricket World Cup > India > 2011

    Team, Player Sponsors &

    Ambush, Guerilla Showcase

  • 37Cricket World Cup > India > 2011

    A classic pledge-based patriotic campaign that aims

    to bring to life the passion and obsession for the

    sport shared by both Team Indias players and their

    fans

    Category

    Sports > Cricket

    Event > Property

    One Day Cricket World Cup

    Rights Owner > Body

    ICC

    Rights Holder > Brand

    Nike

    Sponsorship Level

    Official apparel sponsor of the Indian

    National Cricket Team

    Campaign > Initiative

    Bleed Blue

    Agencies

    Pledge - JWT, Bangalore

    Interactive - AKQA Shanghai

  • 38Cricket World Cup > India > 2011

    Overview

    > Bleed Blue aims to brings to life the passion and obsession for the sport shared

    by Team Indias players and their fans

    > This classic patriot style sports sponsorship initiative was fronted by Indian

    team members and was activated across traditional media, consumer events,

    grassroots outreach and social networking

    >Initially spearheaded by a TVC and viral pledge spot featuring Team India stars

    > Meshing real action with interviews, players like Khan, Kohli, Sreesanth,

    Tendulkar, Dhoni, Singh and Gambhir share their Indian cricket passion to show

    how the game is played, loved and revered from the perspective of the athlete

    > Themes included aiming to dominate to the point where opponents fear them,

    approaching the game head on, breaking down traditional boundaries, achieving

    dreams, banishing fear/pain/excuses and giving their heart and soul to the game

    and to their team and their country - unified by a common love for cricket

    > Also supported by similarly themed outdoor, press and online activity

    > The campaigns YouTube channel enabled fans to follow the views of the stars

    and the fans with candid interviews from players such as Zaheer Khan, Virat Kohli,

    and Sreesanth, and the official Bleed Blue fan Goonj

  • 39Cricket World Cup > India > 2011

    Overview

    > Another key strand of the activity saw 11 million handprints collected across

    India via an innovative digital and events campaign that asked fans to express

    their loyalty to the team by simply marking their handprint in blue.

    > Fans were then able to post their unique handprint to their Facebook page to

    share with friends and with Indias men in Blue.

    > Artists were also invited to contribute their interpretations of the Bleed Blue

    theme - hosted on the Bleed Blue online gallery Be True to Blue

    > Nike also used the match between India and Australia in the World Cup Quarter

    Finals to launch Team Indias Considered team kits

    > These were made from recycled plastic bottles

    > See www.nikecricket.in

    http://www.nikecricket.in/

  • 40Cricket World Cup > India > 2011

    Nike > Bleed Blue > TVC > ICC Cricket World Cup 2011

  • 41Cricket World Cup > India > 2011

    Nike > Bleed Blue > Press > ICC Cricket World Cup 2011

  • 42Cricket World Cup > India > 2011

    Nike > Bleed Blue > Press & Outdoor > ICC Cricket World Cup 2011

  • 43Cricket World Cup > India > 2011

    Nike > Bleed Blue > Press > ICC Cricket World Cup 2011

  • 44Cricket World Cup > India > 2011

    Nike > Bleed Blue > Press & SMS > ICC Cricket World Cup 2011

  • 45Cricket World Cup > India > 2011

    Nike > Bleed Blue > Social Media - Facebook > ICC Cricket World Cup 2011

  • 46Cricket World Cup > India > 2011

    Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011

  • 47Cricket World Cup > India > 2011

    Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011

  • 48Cricket World Cup > India > 2011

    Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011

  • 49Cricket World Cup > India > 2011

    Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011

  • 50Cricket World Cup > India > 2011

    Nike > Bleed Blue > Eco Kit Launch

  • 51Cricket World Cup > India > 2011

    Comment

    > Nike like Pepsi, seems to have taken inspiration from a previous idea

    > Some executions feature Indian topless Indian players daubed in patriotic paint

    with their arms outstretched

    > Echoing previous creative from both Rooney and Ribery in World Cup football

    related activity

    > The UNH Wildcats also use the I bleed blue tagline

  • 52Cricket World Cup > India > 2011

    Nike > Bl...