Case Study – Maruti – IPL V

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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 eying to leverage IPL, Maruti wanted to break

through the clutter and create Brand awareness in an innovative way.

With the audience for Maruti being always on the go, it was essential to reach out to this

audience at the right time with right content. Maruti 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 Maruti 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 Maruti consumers. To ensure greater reach, the content was served in more

than 15 cities in over 700 Buzz hotspots. During the IPL matches, Maruti became

synonymous to IPL highlights.

RESULTS

1M+ downloads were achieved during the campaign

15% of the total users are were identified to be power users

80% of the consumers were Smart phone users, marking the right target for

Maruti

The top 15 phones across the campaign were all Smart phones

LEARNINGS

Created a new platform out of a sporting event for the sponsors to generate

better ROI from their investment

Demonstrated how mobile can help brands achieve, Recall, Sustenance and

engagement with the consumers