Product/Service
QUBA has been creating new standards and adding a touch of luxury to Builders Hardware Industry since 2010. Originally QUBA was a door handles company, but it has diversified and has now become a manufacturer of various other luxury architectural hardware.
These products range from door hardware, kitchen interiors, bathroom fittings and the like customized for architects, interior designers, furniture designers as well as sophisticated homeowners. QUBA is a rare case of a contemporary design-focused company that aims at producing objects that not only are functional but also make life better, and beautiful..
Objective
The primary marketing objective for QUBA was to build brand awareness across diverse demographics in India, focusing on showcasing their expanded product range beyond door handles to a more comprehensive array of builder’s hardware solutions.
Target audience
QUBA’s target audience includes professionals in architecture and design, such as architects, interior designers, and furniture designers, as well as affluent homeowners looking for high-quality, aesthetically pleasing hardware solutions.
Geography
The advertising campaigns were specifically targeted at PAN India, with a keen focus on major urban centers like Mumbai, Surat, and Ahmedabad, aligning with the regions where QUBA’s target demographic is most concentrated.
How Did QUBA Aim to Boost Brand Visibility by Sponsoring T20 World Cup 2024
Strategic Event Selection: Decided on the World Cup 2024 since a lot of people world wide tune in to watch it and is good for QUBA which aims for the luxury segment.
Targeted Advertising: Placed 10 second midroll ads on Hotstar HH Web during matches related to high-profile matches in order to get the maximum attention.
Geographic Focus: Placed targeted ads on PAN India and on largest cities where their target audience is most likely to be (Mumbai, Surat, Ahmedabad).
Engagement Timing: Targeted the ads to be continued during peak matches such as India vs Pakistan so as to favor high attention on the ads.
Digital Platform Use: Utilized digital streaming services with its strong targeting feature so that those customers that would be interested in such content can be targeted effectively.
What Strategies Did QUBA Use to Identify and Engage Their Ideal audience?
Event-Based Marketing: QUBA was able to make sure that the audiences that tuned in to the event, sponsored by QUBA, were in their hardware engagement periods and interested in the sports activities of the T20 World Cup 2024.
Digital Platform Utilization: Through the placement of their ads on Hotstar HH Web, QUBA was able to reach out to a more elaborate digital streaming that has the ability to support higher levels of targeting. This made it possible for them to target those ads in the right time when the audiences they intend to reach would most likely be interested.
Strategic Ad Timing: There were conspicuous ads during specific games including the semantic duos that are India vs Pakistan and Australia vs England because of high interest among the viewers during these high stake encounters.
Measurement and Adjustment: With an ability to measure engagement rate in real time, impressions, clicks and reach outlined in the case of QUBA, the performance could be constantly controlled to gain optimal results.
These targeted strategies enable QUBA to cater the identified ideal audience and promote brand visibility during a high profile event within its industry.
Campaign Execution
Results
The results of the campaigns were highly positive, significantly bolstering QUBA’s visibility:
- Delivered Impressions: Surpassed the planned 8,225,952 impressions by 14%, achieving a total of 9,375,642 impressions.
- Engagement Metrics: Exceeded planned clicks by 76%, with actual clicks totaling 5,495 compared to the planned 3,127.
- Overall Reach: Extended reach across PAN India with 8,271,581 demonstrating the effectiveness of the targeted digital campaign.
