Product/Service
Venus Water Heaters, a torchbearer of excellence for over 5 decades with their unique, reliable, and quality products lead the market. From instant to storage levels, solar, and heat pump options, Venus has a variety of choices and adopts the advanced porcelain enamel technology which resists corrosion, thus ensuring durability and efficiency. A leader in the industry, Venus has been applauded for their dedication to sustainability and customer-centric approach.
Objective
The primary goal was to increase brand visibility and drive interest among potential customers, capitalizing on the massive audience drawn by the World Cup.
Target audience
The campaign specifically targeted adults aged 45 years and older, a demographic known for their purchasing power and brand loyalty. This focus was strategic, aiming to capture an audience that is often under-targeted in digital advertising campaigns.
Geography
The advertising efforts were concentrated in the top 6 metros for OTT platforms and extended to the top 8 metros for CTV platforms, ensuring coverage of the most significant urban markets with high concentrations of the target demographic.
How Did Venus Aim to Boost Brand Visibility by Sponsoring the World Cup?
- The campaign utilized Over-The-Top (OTT) and Connected TV (CTV) platforms for its advertisements. OTT refers to streaming services that deliver content via the internet, bypassing traditional broadcasters, cable, or satellite platforms.
- CTV involves delivering content to a TV connected to the internet. The choice of these platforms ensured that the advertisements reached viewers who are increasingly consuming content online, moving away from traditional TV.
- The ads were designed to be 10 seconds in length, a duration short enough to maintain the viewer’s attention yet sufficient to convey a compelling message.
- The brevity of the ad necessitated a focus on impactful visuals and a clear, concise message that communicated the brand’s value proposition effectively within a limited timeframe.
What Strategies Did Venus Use To Identify and Engage Their Ideal Audience.
- The campaign strategically placed a longer, 20-second video ad during the World Cup Semi-Final matches on Hotstar. The choice of this timing was deliberate, aiming to capitalize on the heightened viewer engagement and larger audience sizes typical of such critical stages in the tournament.
- The extended duration of this ad allowed for a more detailed message, enabling Venus to delve deeper into the brand story, showcase product features more comprehensively, or build a more emotional connection with the audience. This longer format provided the flexibility to incorporate storytelling elements, making the campaign more memorable and impactful.
Did Venus’s Geographical Reach Through World Cup Ignite a Surge in Water Heater Investments Across India?
- The campaign’s geographical targeting focused on the top 6 metros for OTT platforms and the top 8 metros for CTV platforms. This strategy was based on the understanding that these urban areas have a higher concentration of the target demographic and a greater propensity for digital content consumption, making them prime markets for the campaign.
- The ads targeted adults aged 45 years and older, recognizing this demographic’s potential for brand loyalty and purchasing power. This focus was likely informed by market research indicating the brand’s appeal to this age group or the potential for growth within this segment.
Campaign Execution
10-second video ad: Designed for quick, impactful messaging to capture the audience’s attention during various stages of the World Cup. The content was likely designed to be engaging and memorable, ensuring that viewers could quickly associate the visuals and messages with the Venus brand.
20-second video ad for Semi-Final: A longer, more detailed ad for the World Cup Semi-Finals aired on Hotstar, a popular OTT platform. This ad provided an opportunity to convey a deeper message, perhaps highlighting specific product benefits or brand values, to engage viewers more fully during the high-stakes semi-final matches.
OTT (Over-The-Top) targeting: The campaign utilized OTT platforms, targeting the top 6 metropolitan areas. OTT platforms are services that deliver content directly over the internet, bypassing traditional broadcasters, cable, or satellite platforms. This approach allowed Venus to reach a tech-savvy, urban audience likely to stream the World Cup matches live.
CTV (Connected TV) targeting: For CTV, which refers to content consumed on a TV connected to the internet (either through built-in capabilities or through devices like streaming sticks), the campaign expanded its reach to the top 8 metros. CTV advertising is highly valued for its ability to combine the broad reach and big-screen impact of traditional TV with the precision targeting and interactivity of digital advertising.
Results
24Mn+ Impressions
Impressions refer to the number of times the ad was displayed to viewers. Achieving over 24 million impressions means that the ads were viewed over 24 million times across OTT and CTV platforms during the World Cup. This indicates a wide reach, ensuring that a vast audience was exposed to the brand, significantly increasing its visibility.
14% Uplift in Age 45+ Years
Uplift measures the increase in a specific outcome or behavior compared to a baseline or control group. In this case, a 14% uplift among viewers aged 45 years and older signifies that the campaign was particularly effective in engaging this target demographic. This demographic is often more challenging to reach through digital platforms, making this uplift a notable achievement. It suggests that the campaign successfully resonated with and captured the attention of this age group, potentially leading to increased brand loyalty and purchasing behavior.
5% Online Aided Awareness
Online Aided Awareness refers to the percentage of respondents who recognize a brand or product from a list after being prompted, indicating familiarity and recall. A 5% increase in online aided awareness means that, following the campaign, there was a significant improvement in the number of people who could recognize or recall the Venus brand when asked. This metric is crucial for measuring brand recognition and is an essential step toward building brand preference and driving purchase decisions.
