Product/Service
Mudrex, a prominent player in the cryptocurrency investment platform market, aimed to enhance its visibility and user engagement through a strategic sports advertising campaign during the India vs South Africa (IND vs SA) T20 series.
Objective
The primary marketing objective for Mudrex was to build brand awareness among sports enthusiasts and potential investors. The campaign leveraged high-traffic cricket matches to capture the attention of a large, engaged audience
Target audience
The target audience for this campaign was primarily mobile device users within the top 10 metro cities in India. This demographic consists of tech-savvy individuals likely to be interested in both cricket and financial investments, particularly in innovative platforms like cryptocurrency.
Geography
The campaign was geo-targeted to the top 10 metro cities in India, focusing on regions with high concentrations of potential customers who are likely to have a disposable income and an interest in both sports and investment opportunities.
How Did Mudrex Aim to Boost Brand Visibility by JioCinema Advertising
Mudrex boosted brand visibility through partnering with JioCinema during the IND vs SA T20 series, a platform with a large audience of cricket fans. By featuring interactive ads during the live stream, they capitalized on the platform’s influence and the high engagement levels of viewers during crucial game moments.
Additionally, Mudrex could have engaged social media and cricket personalities to promote the campaign, further amplifying their reach and resonating with the target audience through credible endorsements. This multi-faceted approach helped Mudrex integrate seamlessly into the viewer’s experience, enhancing brand visibility effectively.
What Strategies Did Mudrex Use to Identify and Engage Their Ideal Audience?
Mudrex utilized targeted strategies to identify and engage their ideal audience during the IND vs SA T20 series on JioCinema:
- Geo-Targeting: They focused on the top 10 metro areas in India, where there’s a high concentration of tech-savvy individuals likely interested in both cricket and cryptocurrency investments.
- Device Targeting: By focusing on mobile users, Mudrex targeted a demographic that frequently consumes media on the go, which matches well with the digital nature of their services.
- Interactive Ad Formats: The use of expandable fence ads on JioCinema maximized visibility and engagement by capturing viewers’ attention during the high-stakes cricket matches.
- Leveraging High Traffic Events: Placing ads during the popular T20 series ensured high exposure during peak viewing times, increasing the likelihood of capturing the audience’s interest.
- Platform Synergy: Collaborating with JioCinema leveraged the platform’s existing user base and credibility, enhancing the effectiveness of the campaign through contextually relevant advertising.
These strategies combined geographic precision, technological targeting, and optimal timing to effectively engage Mudrex’s desired audience.
Campaign Execution
Results
The campaign achieved impressive results:
- Actual Impressions: 9,100,304 impressions, indicating a high level of exposure among the target audience during the cricket series.
- Clicks: 59,200 clicks, reflecting significant engagement that surpassed typical benchmarks for digital ad campaigns in such a niche market.
- Reach: An estimated reach of 1,084,666 unique viewers, showcasing Mudrex’s ability to penetrate the market and attract a substantial number of potential new users.
This campaign not only enhanced Mudrex’s brand visibility but also positioned it as a forward-thinking company at the intersection of technology, entertainment, and finance, maximizing the impact of event-based marketing through effective audience engagement strategies.
