Product/Service
Lords Mark Industries Limited, a diversified conglomerate operating in sectors ranging from Paper and LED-Solar to Diagnostics and Medtech, has recently ventured into the sports advertising arena. The campaign was focused on their latest expansions in EV, Insurance, Defence, Biotech, and Micro Biotech sectors, leveraging the visibility afforded by high-profile T20 cricket matches.
Objective
The primary objective of Lord’s Mark’s sports campaign was to enhance brand visibility and recognition across diverse industries on a large scale. By associating with popular sporting events like the India vs. South Africa T20 series, the company aimed to showcase its innovation and commitment to quality to a broad audience.
Target audience
The target audience for this campaign was broadly Pan-Indian, encompassing sports enthusiasts, potential customers in the sectors of EV, Insurance, and Biotech, as well as stakeholders looking for innovative and sustainable business operations.
Geography
The campaign was targeted at a Pan-India audience and on ground advertising, leveraging the widespread appeal of cricket to reach viewers across different states and regions..
How Did Lord Marks Aim to Boost Brand Visibility by JioCinema and On ground Advertising
Lord’s Mark strategically chose JioCinema for its digital campaign due to the platform’s wide reach among cricket enthusiasts, especially during the India vs South Africa T20 series. The use of Squeeze Up and LBand ads, which are brief but prominently displayed, helped in creating high-frequency visibility among viewers. On-ground advertising during the India vs Australia Test series, particularly the innovative “Virtual Pitch Mat” placed at mid-wicket, captured the attention of both live spectators and millions watching on TV and online.
What Strategies Did Lord Marks Use to Identify and Engage Their Ideal Audience?
The company utilized demographic and psychographic segmentation to identify its ideal audience. These strategies involved analyzing viewer trends on platforms like JioCinema and viewership data from previous cricket events. Engaging this audience through both digital and physical ad placements ensured that the brand remains top-of-mind. Moreover, the creative use of different ad formats tailored to each platform maximized engagement and retention.
Campaign Execution
Results
While specific metrics of the campaign’s success are not detailed, the strategic placement of ads in high-visibility areas and during peak viewership times likely led to increased brand recognition and engagement. The innovative approach of integrating both digital and on-ground advertising tactics would have enhanced Lord’s Mark’s reputation as a forward-thinking and versatile conglomerate, potentially leading to increased customer interest and inquiries across its business units.
