How iPhone 11 added to the Dream11 IPL 2020 excitement with Disney+ Hotstar

When Steve Jobs introduced the iPhone to the world in 2007, he famously said, “Today, Apple is going to reinvent the phone’. Call it reinventing or revolutionizing, one thing is for certain: it has been 13 years and the iPhone continues to set new benchmarks for the smartphone industry. Since then, the brand has always pushed the envelope in terms of innovation in product and marketing. 

The Dream11 IPL 2020, pushed to September last year, overlapped with the iPhone 12’s official worldwide launch. Apple Resellers needed to push sales of the iPhone 11 before the iPhone 12 hit India’s shelves. 

Disney+ Hotstar, too, has been at the forefront of pathbreaking campaigns. Hence, for Apple Resellers to push the already popular iPhone 11 among a premium audience online, the OTT platform became an obvious choice.

Right message to the right audience 

With Disney+ Hotstar, the brief was straight and simple. The task was to drive awareness, favorability and consideration among premium audiences for the phone in a media-efficient manner during the Dream11 IPL 2020.

The event fit the campaign’s objectives completely and had the brand’s audience glued to their smartphones as they followed the tournament.

The iPhone 11 was promoted via 15 and 30-second video creatives on Disney+ Hotstar during IPL. Premium online audiences were chosen by targeting premium devices and connected TV users. The overarching brand message – Designed to withstand what life will throw at it – resonated well with the audience.

Going for gold

The iPhone 11 campaign on Disney+ Hotstar overachieved on the desired objectives. It didn’t just manage to cut-through the clutter but also created a positive disposition for the brand. Overall, brand consideration also witnessed significant uplift.

Aided awareness saw a 9% rise while brand favorability and consideration went up by 11% and 6%, respectively.