99acres.com strategically drives brand consideration with Disney+ Hotstar’s CTV offerings during T20 World Cup

Buying or renting a property can be a tedious affair. 99acres.com has been simplifying it for buyers across the spectrum since 2005, carving a space in the minds of consumers. The brand wanted to elevate this association further, driving awareness and consideration amongst affluent, urban audiences. Disney+ Hotstar’s impactful ConnectedTV (CTV) offerings made it a perfect fit. The campaign was timed around the T20 World Cup to strengthen the amplification strategy at scale.

With Disney+ Hotstar’s ad innovations and domain expertise, 99acres.com was able to drive brand consideration among buyers and tenants. It helped the brand establish an emotional trust in the accuracy and factuality of the information on the portal. The campaign also facilitated the brand in building awareness around its ratings, reviews, pricing and insights features on the portal. 

The Strategy & Execution

To maximise visibility and create brand recall at scale, 99acres.com targeted CTV viewers across the top 6 metro cities via their 10-second ads. The viewers were shown these ads as mid-rolls, amplifying the brand’s ‘Jo Site Visit Na Dikhaye, 99acres Bataye’ campaign. 

Co-viewing, which makes CTV ads unique, and Disney+ Hotstar’s premium audiences, who are most likely to have the purchasing power to buy or rent houses, added to the strategic advantage of partnering with the platform.

Client Speak

Impact

The high-impact campaign helped 99acres.com see a significant uptick in awareness, consideration and high-quality leads on the platform.