MRF Tyres taps into high-decibel cricket action on Disney+ Hotstar to increase recall & consideration
As India’s largest tyre manufacturer, MRF Tyres have a lot riding on them. It’s a brand automobile owners across the country trust for high-quality and value-for-money products. To further strengthen brand awareness and consideration in the Indian market, MRF Tyres recently launched several campaigns for its product variations, including Steel Brace, ZLX, and Zapper C1, and some video creatives to highlight MRF SuperFan contest winners and the MRF Tyres & Services proposition. The brand wanted to reach young, affluent, digital-first, social-media-savvy audiences with these assets, fostering positive association for MRF Tyres.
With a consistent presence across ICC Men’s Cricket World Cup 2023 and Asia Cup 2023 on Disney+ Hotstar, MRF Tyres was able to excel at its objective. Beyond awareness and consideration, the brand was able to tap into the country’s cricket frenzy and reach fans in highly charged environments. It led the target audiences to consider the features and benefits of the tyres in the brand’s portfolio and look at MRF tyres as a modern and innovative brand.
Execution & Strategy
Disney+ Hotstar strategically distributed the brand’s creative assets throughout the campaign on ICC Men’s Cricket World Cup 2023 and Asia Cup 2023.
- 10 and 15-second video creatives facilitated the brand in establishing recall and fostering brand affinity. Video creatives featuring Virat Kohli were run strategically to make the brand relatable to cricket fans.
- 40 to 60-second customer testimonials contributed to building brand trust among the target audiences. The testimonials proved highly effective in helping the brand garner an overwhelmingly positive response and enthusiastic engagement from consumers across India.
Viewers streaming Asia Cup 2023 matches on the Disney+ Hotstar app were encouraged to click the ‘Enter Contest’ button while watching the MRF Branded Moments during key overs of India and Playoff matches. The quiz resulted in a 4% increase in awareness among target consumers for MRF products and their attributes. Testimonials from select winners were created and telecasted during the PPL segment of the ICC Men’s Cricket World Cup 2023.
In addition to the quiz, a lucky draw selected one winner for each match, who won two tickets to India’s matches at the ICC Men’s Cricket World Cup 2023. The engagement strategy incentivised viewers during specific overs, driving product awareness and consideration through an interactive brand quiz format.
To close the loop and add to the campaign’s effectiveness, Disney+ Hotstar collected valuable feedback for the brand by conducting surveys.
Brand Speak
Impact
The brand’s consistent presence across two high-decibel cricket tournaments led to continuous visibility and a significant increase in recall.
