Housing.com Hits a Home Run with Innovative Ad Formats on Disney+ Hotstar During the ICC Men’s T20 World Cup 2024
In a move that perfectly blends the fervor of cricket with cutting-edge advertising, Housing.com capitalized on the remarkable viewership of the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar. By utilizing innovative ad formats and strategic placements, the real estate app aimed to bolster its brand presence and engage premium, digital-first audiences.
Objective & Approach:
Housing.com sought to elevate its brand awareness and consideration among digital-savvy consumers. The goal was to solidify its reputation as one of the leading and most reliable real estate apps in the market. With a competitive landscape and a diverse audience, Housing.com needed a strategy that would resonate deeply and stand out.
The campaign’s centerpiece was a dynamic collaboration featuring renowned cricket personalities Harbhajan Singh and Sanjay Manjrekar. The messaging positioned Housing.com as “India’s No.1 Real Estate App,” drawing parallels with the top-ranking Indian Cricket Team. This strategic positioning was designed to captivate cricket fans who are also potential property seekers, tapping into the nation’s passion for cricket.
Housing.com came on board as the associate sponsor of the ICC Men’s T20 World Cup 2024, leveraging the platform to maximize visibility. The campaign featured 15-second creatives across both Mobile and Connected TV (CTV) on Disney+ Hotstar, targeting a premium, male demographic between the age group of 25-44 years, residing in India’s top 8 metropolitan cities.
Execution:
To ensure optimal impact, Housing.com employed advanced targeting techniques on Disney+ Hotstar’s mobile platform. By focusing on cohorts that matched their ideal customer profile, the brand was able to deliver highly relevant ads to viewers who were most likely to engage with their offering.
Strategic placement of L-bands—advertisements that run along the edges of the screen—during peak viewership moments ensured that the brand’s message reached a wide audience at precisely the right times. This approach not only enhanced visibility but also fostered strong brand recall among viewers.
Impact:
The campaign proved to be a resounding success. Housing.com effectively increased its brand awareness and consideration within its key demographic. By aligning itself with the ICC Men’s T20 World Cup 2024 and utilizing innovative ad formats, Housing.com established itself as a premium brand, resonating with a high-value audience making Disney+ Hotstar to be an ideal platform for the brand.
Brand Speak:
