Product/Service
Apollo, a leading healthcare brand in India, is renowned for its comprehensive healthcare services. The brand’s dedicated app empowers users to navigate their healthcare journey seamlessly, offering features such as selecting the right test packages for a convenient and personalized experience.
Objective
In a strategic move, Apollo launched the ‘Direct Apollo Doctors Se’ campaign to enhance awareness of its app and showcase its various benefits. The campaign specifically targeted a premium, affluent, and digital-first audience residing in the top 6 metro cities of India.
Approach
To ensure high visibility among the target audience, Apollo strategically aligned its campaign with the India vs. Australia test series on Disney+ Hotstar. Leveraging Disney+ Hotstar’s Connected TV (CTV) offering, Apollo deployed 15-second video creatives as mid-roll ads during ad breaks. The concise and impactful messaging aimed to drive awareness and recall among viewers.
Target Audience
Apollo’s ‘Direct Apollo Doctors Se’ campaign strategically focused on a specific target audience – a premium, affluent, and digital-first demographic. This audience was carefully selected to ensure the campaign resonated with individuals who not only have the means for premium healthcare services but are also technologically savvy.
Geography
The campaign’s geographical focus was on the top 6 metro cities of India. Recognizing these urban centers as hubs of affluence and technological adoption, Apollo strategically directed its efforts toward engaging residents in these key locations.
How Did Apollo Aim to Boost Brand Visibility by Associating with India vs. Australia Test Series on Disney+ Hotstar?
Apollo strategically enhanced its brand visibility by associating with the India vs. Australia test series on Disney+ Hotstar. Through the ‘Direct Apollo Doctors Se’ campaign, the brand capitalized on the immense popularity and engagement surrounding the cricket series. Leveraging Disney+ Hotstar’s Connected TV (CTV) offering, Apollo strategically placed 15-second video creatives as mid-roll ads during ad breaks. This allowed the brand to target a premium, affluent, and digital-first audience in the top 6 metro cities, ensuring high visibility among the intended demographic.
What Strategies Did Apollo Use to Identify and Engage Their Target Audience?
Apollo employed targeted strategies to identify and engage its audience effectively. The campaign specifically targeted premium, affluent, and digital-first individuals in the top 6 metro cities. By aligning with a major sporting event, Apollo leveraged the captive audience during the India vs. Australia test series. The short, on-point messaging in the video creatives aimed to drive awareness and recall among viewers, emphasizing the convenience and optimized features of the Apollo app. The strategic placement of ads as mid-rolls during ad breaks ensured maximum visibility and engagement.
Can Apollo’s Association with India vs. Australia Test Series Transform Healthcare Experiences in Top Metro Cities?
Apollo’s association with the India vs. Australia test series has the potential to transform healthcare experiences in top metro cities. By strategically targeting a premium, affluent, and digital-first audience, Apollo positions itself to influence a demographic with the means and inclination towards a seamless and convenient healthcare experience. Leveraging the popularity of the cricket series, Apollo creates awareness around its app’s features, promoting the selection of the right test packages. This association not only enhances brand visibility but also has the potential to shape healthcare choices and experiences among the target audience in top metro cities.
Campaign Execution
The use of concise 15-second video creatives served as mid-roll ads during ad breaks, ensuring maximum visibility during a highly engaging cricket series. This format allowed Apollo to convey key messages efficiently, capturing the audience’s attention without causing significant disruption to the viewing experience. The short and impactful nature of the creatives facilitated better recall and resonance among viewers.
Results
The ‘Direct Apollo Doctors Se’ campaign exhibited substantial positive outcomes, showcasing its effectiveness in engaging the target audience:
1. Brand Awareness
The campaign achieved a notable 7% uplift in brand awareness, underscoring the success of the messaging strategy in effectively reaching and resonating with the intended audience. This increase indicates a heightened recognition of the Apollo brand among viewers exposed to the campaign.
2. Brand Recommendation
There was a commendable 3% uplift in brand recommendation, signifying that the campaign had a positive impact on the perception of Apollo among viewers. This increase suggests that the audience not only became aware of the brand but also expressed a favorable inclination towards recommending Apollo, showcasing a positive shift in brand sentiment.
3. Brand Association
The campaign accomplished a significant 2% uplift in brand association, demonstrating the efficacy of the messaging in establishing a strong link between the Apollo brand and desired attributes and benefits. This increase reflects the success of the campaign in shaping the audience’s perception of Apollo in alignment with the intended messaging.
Quote from Apollo
“At Apollo, we believe in empowering individuals to take control of their healthcare journey. Our campaign, ‘Direct Apollo Doctors Se,’ was designed with the clear objective of promoting the app’s feature that allows users to select the right test packages, conveniently. Recognizing the immense popularity and engagement surrounding the India vs. Australia test series on Disney+ Hotstar, we saw this as the perfect opportunity to connect with our target audience of premium, affluent, and digitally savvy individuals. By leveraging Disney+ Hotstar’s Connected TV (CTV) offering, we were able to strategically target viewers in the top metro cities and highlight the convenience and optimized features of our app. The placement of our ads ensured maximum visibility, while the short and on-point messaging created strong recall. We are thrilled to connect with our audience and provide them with a seamless and convenient healthcare experience through our association with Disney+ Hotstar.”
