Rummy Passion’s OTT campaign garnered a 10% uplift in message association. Here’s how

In the current times, people are confined to their homes for the most part. This unprecedented scenario is leading people to adopt newer ways to keep themselves entertained. Online gamers, though, are at an advantage here; they use the time to sharpen their skills and master the games they are passionate about.

 The Indian online gaming market grew at 40% in 2019. This year, the market is expected to touch an impressive INR 18,700 crore at a rate of 43% growth.*

*Source

 The buy-in

Rummy Passion – an online gaming platform for enthusiasts of the game – looked at building awareness among gamers in an uncluttered and brand-safe environment. The portal partnered with Disney+ Hotstar for several reasons: 

• The online streaming platform has a wide range of curated content that ascertains brand safety 
• Its non-skippable and always ‘sound on’ ads ensure full deliverability of the brand’s message and better association 
• Disney+ Hotstar’s targeting options help brands reach just the right audience 
• It has an arsenal of ad formats suited to a brand’s message and objectives

The OTT platform deep-dived into Rummy passion’s brand objectives and charted a solid campaign roadmap. 

Dealing the cards

Disney+ Hotstar kickstarted the campaign by enabling Rummy Passion adopt a two-pronged strategy aimed to:

1. Build awareness through high-reach solutions
2. Drive consideration through retargeting

For starters, Rummy Passion signed up as an associate sponsor on Disney+ Hotstar’s dance reality show ‘Home Dancer’. The show is watched by a young, digital-first audience, making the audience a perfect fit for the brand’s goals. Further, the rummy portal was also able to specifically target gamers across relevant locations through app-based targeting available on the platform. To deliver their brand message, Rummy Passion used:

1. Pre-roll takeovers
2. Mid-roll takeovers with web-view

 Both these ad formats helped Rummy Passion drive a high share of voice, and were perfectly suited for the campaign strategy. The awareness campaign was followed by a retargeting campaign to steer gamers who had interacted with the portal’s video ads into signing up and downloading the app. 

The winning hand

 Rummy Passion witnessed impressive growth across several brand metrics, right from organic search volume to reaching interested gamers through an impactful combination of awareness and consideration campaigns. The numbers substantiate this success story: 

• 75,000 gamers expressed an interest in downloading the app
• The message – India’s Most Loved Rummy Site – achieved a 10% uplift in brand message association
• A massive reach of 16.7 million
• A 15% increase in search volume
• An 8% uplift in brand favorability

 These impressive results are a testimony that Rummy Passion’s campaign with Disney+ Hotstar was a massive winning hand for the brand.