Housing.com Hits a Six! Brand Metrics Soar After Cricket World Cup Campaign with Disney+ Hotstar

In the nail-biting cricket showdowns of the ICC Men’s Cricket World Cup 2023, Housing.com, a leading online property platform in India, saw the power of reaching the right audience at the right time. As the cricket fever gripped the nation, it presented Housing.com with a golden opportunity to connect with a highly desirable demographic: predominantly male, premium viewers with significant buying power.

By riding on the massive reach of Disney+ Hotstar, Housing.com set out on a mission to not just build brand awareness, but to forge a deeper connection, drive serious consideration, and ultimately, turn those cricket fans into loyal Housing.com customers. It strategically unveiled its latest festive ad campaign which was an extension of their successful “Parr.. se Perfect” campaign, a series known for its wit, humour, and relatable storytelling to depict the challenges faced by property owners and landlords in finding the ideal match among numerous buyers and tenants.

The collaboration between Housing.com and Disney+ Hotstar during the ICC Men’s Cricket World Cup 2023 yielded impressive results with a significant uplift across all brand metrics, demonstrating the effectiveness of their campaign. This data-driven approach underscores the success of strategic sports partnership with Disney+ Hotstar.

Execution & Strategy

To effectively reach its target audience during the ICC Men’s Cricket World Cup 2023 on Disney+ Hotstar, Housing.com deployed its 20-second video creatives that highlighted the challenges faced by property owners and landlords in finding the ideal match among potential buyers and tenants as mid-rolls during ad breaks. This strategic placement ensured a higher skew of impressions from India matches and Playoffs, maximizing overall impact, visibility and engagement with the most committed viewers.

Apart from recognizing the immense viewership potential of the ICC Men’s Cricket World Cup 2023 on Disney+ Hotstar, Housing.com also capitalized on moments of high viewership and audience engagement through their targeted ad placement. Housing.com not only reached their target audience but also fostered brand affinity and ultimately, drove purchase intent – a perfect match indeed.

Brand Speak

Impact

The campaign yielded significant uplifts in Ad Awareness and Brand Favorability, especially among the brand’s intended target audience.