Product/Service
Seiko is a famous company which specializes in wrist watches. Seiko is a watch and clock maker as well as a producer of electronic items and semiconductor, jewelries and optical goods. It was established in 1881 with Kintaro Hattori in Tokyo, Seiko released the world’s initial purpose-built quartz wristwatch in 1969. Seiko can control all the processes from conception of the idea of the watch up to its production, regulation, inspection and shipping all throughout a single company.
Objective
Disney+Hotstar was selected as the platform to place ad assets for Seiko so that they could increase brand visibility during the T20 World Cup 2024. Seiko’s plan was to promote its brand on the most popular TV-show during this important cricket event with the help of social networking sites like twitter.
Target audience
Seiko’s campaign also addressed the audience with the income level above 25,000 INR who are living in urban areas. This demographic was chosen based on interest and shopping spree on watches. An example is Seiko which is a luxury watch.
Geography
The campaign was geographically targeted at major Indian cities known for their high consumer spending and interest in cricket: From the analysis, emerging trends of the Indian property market are Bangalore, Kolkata, Delhi NCR, Mumbai, and Hyderabad. These regions are very important for Seiko since they are densely populated and contain a lot of people with the ability to afford the company’s products.
How Did Seiko Aim to Boost Brand Visibility by Sponsoring T20 World Cup 2024
To increase brand awareness, Seiko planned to sponsor the T20 world cup 2024 to capture the market share connected with the event. In the sponsorship, it was an advert placement whereby we placed specific ads on Disney+Hotstar, seeing as the live match streams would attract a lot of attention.
15-second midrolls that are played during match breaks alongside branded cards along with related content made certain that seiko’s brand remained conspicuous without interfering with the enjoyment of the match.
This approach leveraged on passion and attraction that comes with live games and positioned Seiko’s brand before a captive and suitable demographic audience during one of the most followed tourism events in the world.
What Strategies Did Seiko Use to Identify and Engage Their Ideal audience?
Seiko used accurate targeting techniques on the right audience it desired to reach out to during the T20 World Cup 2024 on Disney+Hotstar. Key strategies included:
- Platform Selection: Select Disney+Hotstar for volume being taken by it during cricket matches guaranteeing massive awareness.
- Ad Formats: Used midroll ads of 15 seconds at the most, to interrupt the viewers at their most comfortable intervals and branded cards so that they remained visible.
- Demographic Targeting: Scientifically advertised suited for the affluent urban viewers targeting the niche geographical locations of India which represents the brand positioning of Allergan.
- Data-Driven Decisions: Utilized viewer metric to place the ads in the most appropriate positions so as to capture the desired viewers.
Such methods ensured high and conscious attention of a certain period’s target audience.
Campaign Execution
Results
The campaign was a resounding success, achieving significant over-delivery on impressions and clicks across both ad formats. The campaign was a resounding success, achieving significant over-delivery on impressions and clicks across both ad formats:
- Total Impressions: 6,599,846 against the booked expectations of 6,083,333 which further supports the viewer engagement level.
- Reach: Got the impressions of 2,461,216, which contributed to brand recognition to a considerable extent.
- Clicks: Received 45,332 clicks, which is even beyond the expected level of interaction or activity of the viewers, which shows the higher interest of the viewer.
These strategic ad placements also helped Seiko to effectively address all the set marketing objectives, let alone elevate brand consciousness amidst audiences who watch one of cricket’s prominent events.
