Sponsorship and Event Marketing

The Shortlist
CAMPAIGN
A Story of how a Bottle Cap brought nature into the lives of kids
AGENCY
Mindshare
CLIENT
Hindustan Unilever Limited
BRAND
Kissan
DETAILS
Kissan (farmer) carries heritage associations within the ketchup category in India. For years, the brand has partnered with mothers to ensure that their children are fed delicious yet wholesome food which is loved and not shoved.
 
However, increasing commoditization within the ketchup category was causing Kissan to lose consideration amongst consumers as better quality ingredients in Kissan necessitated higher than market pricing.
 
Consumers attribute the quality of ketchup to the quality of tomatoes that make it. Hence, marketing objective was to drive conviction in our product truth - “made from sun ripened real tomatoes” to drive preference for the brand. 
 
We also knew that it could not be done with mere awareness of the claim but actual experience of it.
Getting consumers to experience real and natural in a concrete world meant that we had to bring the experience to the consumer right where they were.
 
Welcome to Kissanpur (Farmer’s land) – where what you grow is what you eat. An idea that inspired 20,000 sq ft of real farm (yes a real farm!) to crop up right in the middle of concretized city along with millions of little farms in urban homes via print, digital, product and experiential events.
 
Kissanpur overwhelmed the consumers so much that it led to Kissan growing at 2.5X the category growth rate and endorsement on “made from sun ripened tomatoes” and “made from quality ingredients” grew by 1600 bps and 300 bps respectively.
 
CAMPAIGN
Frogasia: Leaps of Knowledge
AGENCY
Lowe & Partners, Malaysia
CLIENT
Frogasia
BRAND
Frogasia
DETAILS
Frogasia Leaps of Knowledge case exemplifies how strategically defining the role of Live Experiential Events can bring a whole new meaning to creating effective brand consumer engagement. In FrogAsia these series of Talks, Conferences, Seminars and Workshops help accelerate adoption of technology in learning for over 5.5 million students, 500,000 teachers, 10,000 schools and 4.5 million parents. 
 
Frogasia Leaps of Knowledge Series emerged as the most effective and sustainable media platform to engage the rather challenging ecosystem of Malaysia’s students, teachers, headmaster and parents across 10,000 public schools and was adjudged ‘Asia’s best live consumer event property’ at the recently held A+M Marketing Events APAC Awards 2014.
 
THE CHALLENGE:
Convince over 10,000 public schools in Malaysia to embrace technology to enhance the entire teaching and learning for both students and teachers.
 
Through the 1BestariNet project, FrogAsia was tasked to bring the future of education to every student, teacher and parent in Malaysia. Combining high-speed 4G internet access, a world class learning platform, and access to ‘best-in-class’ resources and technology, Malaysia is the first country in the world to bring its entire education community together on a single converged network designed specifically to meet the needs of teaching and learning.
 
Our biggest challenge: 
Adoption of Technology in everyday life practices often tends to overwhelm people. In our case it was a mindset block amongst thousands of headmasters, teachers and parents that could possibly limit the scope of embracing technology to enhance learning and teaching experience.
 
Hence it was imperative to go beyond the conventions of ‘Show & Tell’ roadshows and build an evangelization based brand engagement platform that helps open minds and encourage dialogue amongst Headmasters, Teachers, Parents and even students to help them fully appreciate the possibilities which technology in education can bring forth for them.
 
CAMPAIGN
Live Wi-Fi Leaderboard
AGENCY
VITAMINE
CLIENT
PUMA China Limited
BRAND
PUMA Motorsport
DETAILS
2014 Formula 1 Chinese Grand Prix was held in Shanghai International Circuit during April 19th - 20th. As one of the global sponsors of Ferrari Team and Mercedes Team, PUMA wanted to maximize the awareness of its sponsorship so as to increase the familiarity of its motorsport category. 
 
Without any budget to afford a paid media or on-ground event, we turned into a strategy to earn the attention through 200,000 spectators' mobile phone screen. Thus, we introduced the first-of-its-kind Live Wi-Fi Leaderboard. 
1. A set of ten Wi-Fi routers had been placed into each grandstand of the circuit. 
2. The ten Wi-Fi routers were named respectively by top 10 drivers’ abbreviated name and ranking. Drivers from Ferrari Team and Mercedes Team were highlighted in association with PUMA. 
3. During the match, we remotely changed the Wi-Fi routers’ name in each lap reflecting the live lap timing and race info in real-time. 
 
The strong results: 
1.  Created a first ever earned medium to engage with audience in a live sports event. 
2.  Expressed to the 200,000+ spectators on the ground when they commonly searched for a public Wi-Fi connection and be connected 54,500+ times by 32,200+ mobile devices throughout the race. 
3.  Maximized the awareness of F1 Sponsorship, which eventually increased the familiarity of PUMA Motorsport category by 22 percentages.
 
CAMPAIGN
Microsoft: Empowering A Billion
AGENCY
Lodestar UM
CLIENT
Microsoft Corporation India Pvt Ltd
BRAND
Microsoft
DETAILS
Microsoft is a hidden partner in almost every digital activity. But often users do not know the different ways Microsoft technologies can be used. 
 
Microsoft was looking for a way to demonstrate and show off the different aspects of their range of technologies, product and services in an engaging way.  
 
Innovative Media Strategy
The Indian elections were round the corner. 814 million voters and would be watching the drama unfold across 543 constituencies, having 8200 candidates, from 9,30,000 election centres. It is the time when psephologists and statisticians try to make sense of a complex Indian electorate. 
 
This was a serious overload of information, which needed to be visualised, analysed and presented with simplicity to make it interesting and informative to a large population.
 
Enter Microsoft!
 
Indian Election 2014 was our stage to bring alive Microsoft technologies. We created a platform with Rajdeep Sardesai in spearheading CNNIBN & Microsoft Election Analytics Centre (EAC).
 
Execution
At the heart of this partnership was Microsoft Cloud Services – a resilient and versatile platform that transformed Big Data into informative insights. Microsoft’s software was used to present relevant information in a much simpler format, providing analytical understanding at the finger-tips of millions of Indian. This content was then spread through a huge range of experiences made available across all devices – from TVs, to PCs, Smartphones and Tablets.
 
Across television, digital platforms, the Microsoft EAC was the true X-Factor for Election 2014. 
CNN IBN & IBN 7 promoted the partnership across 65 days with live news content, factoids, promo, GFX branding etc.
 
Bing integration with Ibnlive.com connected with the digital savvy youth. Bing apps helped proliferate the visualised infographic on smart devices.
 
An 82 inch Perceptive Pixel (Microsoft TM) interactive screen brought alive TV screens with insightful analysis generated by Microsoft Office with Windows Server 2012 acting as the backbone.
 
Result : 
a) The EAC served an incredible 10.1 million queries on the Counting Day (16th May) 
b) 20% spike in the App download with an average 4-star rating across all mobile platforms. 
c) Massive 19.28% increase in the number of Bing searches. 
d) Footfalls on www.bing.com/elections, increased from 4k/day average to 93k on counting day with 300k+ activities 
e) CTR of 2.35% on the notification ad of ibnlive.com homepage (2.2x vs benchmark)
f) Highest organic reach 77.2mn on Twitter–2154 engagements; 1574 re-tweets, 550+ Tweet favourites
 
Partners
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