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Cricket 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 that’s 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 what’s 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

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 India‟s

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, India‟s largest telecoms provider, bases its marketing on enhancing

its customers experience of India‟s 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 Reliance‟s Cricket World Cup sponsorship was its

„Boundaries For Books‟ initiative backing non profit organisation „Room To Read‟

> Room to Read was the ICC‟s 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)

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

16Cricket World Cup > India > 2011

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

17Cricket World Cup > India > 2011

A promotional strategy built around it‟s 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/voter‟s 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

21Cricket World Cup > India > 2011

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

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 brand‟s 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 Pietersen‟s „switch hit‟, Sehwag‟s „upper cut‟, Singh‟s

„doosra‟ and Dilshan‟s „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 India‟s 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

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 Pepsi‟‟s 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 India‟s 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 India‟s 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 campaign‟s 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 India‟s 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 India‟s „Considered‟ team kits

> These were made from recycled plastic bottles

> See 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 > Bleed Blue > Echoes Of Other Campaaigns – Rooney & Ribery

53Cricket World Cup > India > 2011

A multitude of World Cup related activity that all

focused on brand ambassadors/star players but took

markedly different strategic and creative approaches

Category

Sports > Cricket

Event > Property

One Day Cricket World Cup

Rights Owner > Body

ICC

Sponsor > Brand

Adidas

Sponsorship Level

Player sponsors

Campaign > Initiative

Impossible Is Nothing

Pure Cricket

Change The Game

No Ball Wasted

Agencies

Ogilvy & Mather, Mumbai

Red Digital

54Cricket World Cup > India > 2011

Overview

> Adidas ran several marketing activity strands relating to India„s ICC World Cup

> These rolled out at different times and activated across different platforms, but

all reflected the brand‟s belief, as expressed by Tushar Goculdas, adidas India‟s

director of sales & marketing, that „Cricket resides in the heart of Indians and has

a highly saleable value in the Indian market. It is an extremely popular sport in the

country with a huge fan following.‟

> Predominantly the brand‟s work played on its key p[layer sponsorship

programme

> This included work based around stars such as Sehwag, Tendulkar and Ponting

– the latter two of whom featured in the „Change the game‟ campaign

> Change the game, despite its name and sharing the same campaign title as

official ICC sponsor Pepsi„s World Cup initiative, took maa failry traditionaal

creative aapporoach from its typeface aand copy to its imagery and design

> It ran across both poster and print platforms and the nostaalgic design certaainly

made them classic collectible objects for some cricket fans

55Cricket World Cup > India > 2011

Adidas > Change The Game > Ponting & Tendulkar > ICC Cricket World Cup 2011

56Cricket World Cup > India > 2011

Impossible Is Nothing

> Building on the brand‟s umbrella „Impossible is nothing‟ marcoms idea was the

„No ball should be wasted/ I bowl my soul/Sometimes I can fly‟ campaign

> The highly stylised black and white work connected both to crickets traditions

and its past as well as to its future

> Launched back in 2010 it featured young Indian cricketers Sandeep Sharma,

Gaurav Jathar and Sahil Kukreja

> It ran across TV, print, outdoor, PR, grassroots events and digital (see

www.adidas.com/cricket)

> This campaign served as a useful connection with the fervour associated with

the 2011 ICC Cricket World Cup being held in India, Bangladesh and Sri Lanka.

> It consisted of three main consentient parts each representing a core aspect of

the game: “Bowler” features India Under-19 fast bowler Sharma, “Fielder” features

India Under-19 spinner Jathar and “Batsman” features Kings XI Punjab batsman

Kukreja

> The site also encouraged fans to come up with lines of their own to describe the

other unreleased images

57Cricket World Cup > India > 2011

Adidas > No Ball Wasted > ICC Cricket World Cup 2011

58Cricket World Cup > India > 2011

Adidas > Pure Cricket > ICC Cricket World Cup 2011

59Cricket World Cup > India > 2011

Social Media

> Social media is fast becoming a platform where every individual has a presence

and adidas‟ Goculdas says the brand believes that „social media platforms offer

unique and exciting ways to engage our consumers

> Adidas cricket plays a key role in this strategy – a fan page featuring a raft of

content (including access to exclusive features on Tendulkar, Sehwag and Raina)

that now boasts in excess of 170,000 fans

>The site also encourages fans to upload self-created pictures to get a chance to

be featured as Adidas Cricket‟s profile picture with due credit.

> It also features the participatory „Dream 11.com‟ – Adidas‟ Fantasy Cricket Game

has seen 3,000-plus players competing at any one time

>Another strand is „Immortal World‟ which includes multiple breathtaking still shots

> Sachin and Sehwag‟s tweets are carried on adidas Cricket‟s Wall and other

engagement mechanisms include picture quizzes, spot the ball challenges and

jigsaw puzzles

>Consistent innovation and constant updates is the watchword for the programme

60Cricket World Cup > India > 2011

Objective

> When asked whether it increased sales in real time, Goculdas replied ‟our

presence in the social media is to ensure interactive communication to engage

with cricket fans and provide a platform where they can share the same passion

as we do. Initiatives such as these are taken to create resonance for adidas as the

ultimate cricket and sportswear brand in the consumers‟ mind-space, and sales is

only a secondary context. The overall digital strategy is to position adidas as the

ultimate sportswear brand. We instil the spirit of competition, but celebrate sports

irrespective of the outcome. To successfully reach out to our audience, we will

continue to build our presence in the social media space through unique

endeavours.”

Conclusion

Cricket World Cup > India > 2011

62Credits

Project Leader > Jeremy Edwards

Activative Ltd.

[email protected]

tel: +44 208 144 5345

www.activative.co.uk