CEAT ‘rides’ high on the world cup sentiment

CEAT has always been a pioneer when it comes to promoting safe and smart mobility. Through innovation and its drive to experiment, the brand has fuelled its growth and is currently one of the largest Indian manufacturers of high-performance tyres for all kinds of vehicles. With its focus on building durable tyres, CEAT aims to create a ‘Safer, Smarter, Better’ tomorrow.

While the brand has been at the centre of path-breaking campaigns, its association with Hotstar for the ICC World Cup 2019 was one-of-a-kind. Besides, CEAT is the first brand in the industry to use blockchain to measure digital impressions for the entire campaign. This helped them to understand the pulse of the audience and generate effective content!

The objective of CEAT’s campaign with Hotstar was to generate awareness and build consideration amongst the core target group for 4-wheeler and 2-wheeler tyre brands.

A successful ride together

CEAT roped in the bigwigs of Indian cricket – Rohit Sharma and Ajinkya Rahane – and leveraged their popularity among fans to build a strong relationship with the audience. During the IPL season, the brand took the digital route and garnered high user traffic, to the tune of 300 million users. The objective during the ICC World Cup 2019 was to replicate the success and make the campaign even more effective.

Besides, the brand focused on providing snackable content to users during the World Cup, through the highlights and fall of wickets package. The idea was to capture the interest of users who are always online but are looking to consume short, quick and informative content. This was the first time that the brand adopted a digital-only strategy during the World Cup!

The campaign had a high-impact reach using extensive midroll video inventory. In order to overcome the language barrier, six language feeds were utilised to drive consideration. Apart from this approach, there was also VOD integration on match highlights and fall of wickets to ensure that the non-live audience is not isolated. Its logo presence on both Hotstar and TV made sure the brand has a strong recall value.

Website visits were also retargeted to drive purchase intent for the tyre brand.

Numbers speak

With its innovative approach and smart messaging, the brand achieved 1 billion plus impressions across six language feeds. There were also half a billion plus views on highlights and fall of wickets VOD content integrations. The click-through rate was also visibly high, and there were over 9.3 lakh clicks received on the action button.

The campaign’s success story does not end here. CEAT also received a massive lift in message association, to the tune of 15% for CEAT Gripp X3 and 18% for CEAT Milaze X3 brands. The brand also recorded a 3x jump in direct search of the website, a 10% rise in website sessions and 40% increase in website leads.

All in all, CEAT’s campaign with Hotstar helped the brand generate increased traffic to the website and leads, besides recording a massive growth with regard to targeted creative messaging.

Elated at the campaign results, Amit Tolani, VP – Marketing, CEAT said, “The campaign with Hotstar was an exciting one since the Cricket World Cup is one of. The biggest sporting events in the world. We are extremely happy with our association. While, we could see the tangible benefits in terms of increased traffic on our website and leads, our brand lift scores also showed significant growth with regards to our targeted creative messaging.”