Product/Service
Club Mahindra, a prominent vacation ownership company, is known for offering its members memorable holiday experiences across various resorts. The brand provides a unique membership program that allows individuals to enjoy vacations at top-notch properties in different locations.
Objective
Club Mahindra’s primary goal was to raise awareness and drive sign-ups for its membership program during the WTC 2023. The brand aimed to leverage the popularity and engagement of the cricket series to reach a wide audience and showcase the benefits of becoming a Club Mahindra member.
Approach
To achieve its objectives, Club Mahindra strategically aligned its campaign with the India vs. Australia test series on Hotstar. The brand featured Bollywood actress Raveena Tandon in its campaign, utilizing 20-second mid-roll ads during key match moments. The focus was on highlighting membership deals and offers to capture the audience’s attention.
Target Audience
Club Mahindra’s campaign targeted a diverse audience interested in vacation experiences and travel. The association with a cricket series allowed the brand to reach a broad demographic, including both cricket enthusiasts and potential vacationers.
Geography
Club Mahindra aimed to reach a pan-India audience.
How Did Club Mahindra Boost Brand Visibility with the Ind vs. Aus Test Series on Hotstar?
Club Mahindra strategically boosted its brand visibility by associating with the India vs. Australia test series on Hotstar. By featuring during mid-roll ads in the cricket series, the brand capitalized on the high viewership and engagement during key match moments. The choice of a popular Bollywood actress, Raveena Tandon, added star power to the campaign, enhancing its appeal. The 20-second mid-roll format allowed for concise yet impactful messaging, ensuring that viewers were exposed to the Club Mahindra brand during a highly engaging sporting event.
What Strategies Did Club Mahindra Use to Identify and Engage Their Target Audience?
Club Mahindra identified and engaged its target audience by aligning its campaign with a widely watched cricket series. The choice of Bollywood actress Raveena Tandon likely added a relatable and influential factor to the campaign, appealing to a diverse audience. The use of mid-roll ads during key match moments ensured that the brand’s message reached viewers when they were most captivated by the game. Highlighting membership deals and offers aimed to resonate with individuals interested in travel and vacation experiences.
Can Club Mahindra’s Association with Ind vs. Aus Test Series Drive Membership Sign-ups?
Club Mahindra’s association with the India vs. Australia test series on Hotstar has the potential to drive membership sign-ups. The positive results in aided awareness (+11%), online ad awareness (+16%), brand favorability (+16%), and purchase intent (+20%) indicate the effectiveness of the campaign in creating awareness and favorable sentiments among the audience. The strategic alignment with a popular sporting event positions Club Mahindra to convert the heightened awareness into actual membership sign-ups, especially with an emphasis on showcasing attractive membership deals and offers.
Campaign Execution
The use of 20-second CTV mid-roll ads during key match moments reflects a strategic execution that aligns with the viewing patterns of the cricket audience. The focus on highlighting membership deals and offers ensured that the key value propositions were communicated effectively within a short timeframe. The involvement of a Bollywood celebrity added an entertainment factor, making the campaign more engaging and memorable.
Results
Club Mahindra’s campaign demonstrated significant positive outcomes:
Aided Awareness: Achieved an impressive 11% uplift in aided awareness, indicating that the campaign effectively increased the audience’s knowledge about Club Mahindra.
Online Ad Awareness: Showcased a notable 16% uplift in online ad awareness, highlighting the success of the campaign in making the brand more visible in the digital space.
Brand Favorability: Registered a commendable 16% uplift in brand favorability, suggesting that the campaign positively influenced the audience’s perception of Club Mahindra.
Purchase Intent: Notable 20% uplift in purchase intent, indicating that the campaign successfully motivated viewers to consider becoming Club Mahindra members.
