Product/Service
Evos lays special concern on the notion of ‘spreading love’ by creating homes that support community living and improve the values of homes to the families. Their projects are to build places not only in the framework of an architectural construction but also focusing on people’s emotions of attachment. Evos aims at producing homes that are comfortable, secure and happy which will enhance the balance of the society.
Objective
Evos set out to achieve two primary goals with its IPL 2024 campaign:
- Marketing Objective: Intensify a high brand recall while being consistent with the overall strategic brand positioning .
- Business Objective: Potentially increased sales that can be boosted by having increased awareness and interaction with a specific audience of neighboring cities.
Target audience
Evos targeted urban and digitally savvy households, focusing on HH+Web audiences across major cities.
Geography
The campaign covered six key cities across India: Top six stakeholders are Odisha Delhi Bangalore Pune Hyderabad and Mumbai. These cities were selected based on high digital consumption rate and larger HH+Web audience.
How Did Evos Aim to Boost Brand Visibility by Sponsoring IPL 2024
Evos wanted to increase the awareness of its brand through sponsorship of IPL 2024, one of the most-watched sporting events in India. Live matches currently being played in IPL, midroll ads for 15 seconds placed on the JioCinema OTT platform guarantees high brand visibility to a wide and interested audience. Directed at the HH+Web audience, the activation was alerted across key cities like Odisha, Delhi, Bangalore, Pune, Hyderabad, and Mumbai and timed perfectly with the high engagement during the IPL.
By placing its Brand during this highly awaited event, Evos was therefore able to ensure that the Brand was imprinted in the minds of millions, enhancing visibility and making sure that the target market belonged to them.
What Strategies Did Evos Use to Identify and Engage Their Ideal audience?
Evos employed a focused strategy to identify and engage their ideal audience during IPL 2024:
- Targeting HH+Web Audiences: To optimize reach among digital consumers, Evos focused only on those households who watched both TV and web content.
- Leveraging JioCinema’s Audience Insights: The platform offered the strategic aids enabling Evos better target viewers most likely to relate with their brand.
- Midroll Ad Placement: Through In-stadium advertising, the 15-second ads were placed in the middle of actual matches without causing interference.
- Optimized for Mobile Viewership: Analyzing trends towards mobile consumption, Evos made the ads mobile-optimized so that people would engage with them more often.
Campaign Execution
Results
The results of Evos’ IPL 2024 sponsorship exceeded expectations:
- 29.7 million impressions delivered across 9 matches.
- 18.2 million reach across targeted cities.
- Achieved an impressive 24% reach on HH+Web audiences, highlighting the effectiveness of the platform and the strategic targeting.
The campaign delivered strong visibility across all the key geographies, reinforcing Evos’ brand presence in major urban centers.
The combination of a widely loved event, strategic ad placements, and careful audience targeting helped Evos significantly boost its brand visibility, laying the groundwork for increased sales and long-term consumer engagement.
