Product/Service
Spinny is a modern used car platform in India designed to offer you a hassle-free experience from start to finish. They are all about building trust and simplicity into every step of the used car buying process. Their approach covers everything you need – Value, Transparency, and Simplicity – to make sure you find the perfect car that matches everyone’s dreams with total confidence and peace of mind.
Objective
The objective of Spinny’s campaign was to increase brand awareness.
Target audience
Spinny, being a modern buying and selling platform for cars has positioned itself as a brand that caters mostly to 25 to 45 years of consumers who fall under the mid and high income group. The target audience of this campaign was hence, kept the same with some specifications- people who prefer modern buying and selling cars online and who fall under the bracket of mid and high income group.
Geography
The ad campaign was run Pan India.
Approach
A campaign’s approach can be adopted by analyzing some specific details like:
- The objective of the campaign
- The campaign’s target audience
- Geography that needs to be covered in the campaign
Analyzing the above information would help in underlining the brand’s requirements/need behind running the campaign, which will then propel us towards the direction of adopting the most suitable approach.
However, Spinny’s brand awareness campaign was different, the automobile brand wanted to reach out to a wider audience and tap on to the popularity of the extravagant sport carnival.
Why did Spinny choose IPL?
Spinny’s strategic decision to advertise during the Indian Premier League (IPL) was driven by their campaign’s primary objective: building brand awareness. Recognizing that the IPL is one of the most-watched and anticipated sporting events in India, Spinny saw an unparalleled opportunity to reach a massive and diverse audience.
By aligning their brand with this high-profile cricket extravaganza, Spinny aimed to ensure that their name and services would be top-of-mind for potential customers. The IPL’s extensive viewership and fan engagement provided Spinny with the ideal platform to introduce themselves to a broader audience and establish a strong presence in the competitive used car market, making the investment in IPL advertising a strategic move in achieving their brand awareness goals.
Spinny’s decision to advertise during the IPL was not only driven by the event’s massive viewership but also by the strategic use of popular cricket players in their ad campaigns. By featuring well-known cricket stars, Spinny effectively tapped into the deep connection between cricket and its passionate audience in India.
This approach not only added credibility and relatability to their brand but also resonated with cricket enthusiasts who admired and trusted these players. The synergy between IPL’s cricket fervor and Spinny’s campaign featuring beloved cricketing icons created a powerful combination, allowing Spinny to leverage the popularity and appeal of the sport to further enhance their brand recognition and connect with a broader segment of potential customers.
How is Automobile and Sports Advertising Perfect?
Advertising during the Indian Premier League (IPL) presents a perfect opportunity for the automobile industry to showcase its products and connect with a vast and diverse audience. IPL is not just a cricket tournament; it’s a cultural phenomenon that captivates millions of viewers across India and beyond. For the automobile industry, this high-profile platform offers unparalleled visibility and engagement. With numerous matches spread over several weeks, advertisers have extended exposure to consistently engage viewers, making it ideal for unveiling new car models or promoting existing ones.
IPL’s viewership includes a broad demographic, from sports enthusiasts to families, covering urban and rural markets alike. This diversity aligns well with the automobile industry’s goal of reaching a wide consumer base.
Additionally, the excitement and buzz generated by IPL provide a dynamic backdrop for impactful advertising campaigns, allowing automobile brands to create memorable and compelling advertisements that resonate with viewers, driving interest and consideration. Overall, advertising in IPL is a strategic move for the automobile industry, harnessing the tournament’s immense popularity to accelerate brand awareness and sales.
Solution
Keeping the approach in mind, Spinny ran a campaign on JioCinema during Indian Premier League (IPL) 2023 across Connected TV.
Spinny made a tactical move by running a campaign on JioCinema during the Indian Premier League (IPL) 2023, specifically across Connected TV (CTV). This decision was driven by the recognition that CTV is a high-impact property, offering an ideal platform for achieving their primary goal of building brand awareness. By choosing CTV during the IPL, Spinny ensured that their message reached a wide and engaged audience, leveraging the popularity of both CTV and the IPL.
Furthermore, the fact that JioCinema provided this advertising opportunity for free added significant value to their campaign, allowing them to maximize their reach and impact without compromising their budget. This strategic alignment between Spinny, CTV, and the IPL underscores their commitment to effectively connect with their target audience while optimizing resources.
What made the campaign unique & hard hitting?
Spinny’s brand awareness campaign was truly distinctive and impactful due to its clever decision to collaborate with cricket legends like Anil Kumble, Yuvraj Singh, and Sachin Tendulkar. This move not only harnessed the deep-rooted nostalgia associated with cricket but also brought together a trio of iconic cricketers who have left an indelible mark on the sport.
The campaign successfully tapped into the sentiments of cricket enthusiasts, reminding them of the golden moments these legends had provided on the field. By leveraging the collective star power of Kumble, Yuvraj, and Sachin, Spinny created a campaign that resonated strongly with cricket fans, leaving a lasting impression and contributing significantly to their brand’s awareness and recall.
Campaign Execution
Results
In fact, as per Kantar’s brand lift study their ad campaign was transparent, trustworthy and customer focused. There was an overall increase in:
Aided Awareness: 9%
Online Ad Awareness: 5%
Brand Favouribility: 7%
Message Association: 12%
Purchase Intent: 12%
