The Bold Look of Campaign Success: Kohler Leverages ICC Men’s T20 World Cup 2024 and Wimbledon 2024 on Disney+ Hotstar
In a smart move to enhance brand visibility, Kohler tapped into the digital-first audience on Disney+ Hotstar by leveraging the platform’s Connected TV (CTV) offering during the ICC Men’s T20 World Cup 2024. With a clear objective of promoting its refreshed positioning of “comfort meets joy,” Kohler aimed to connect with affluent consumers who appreciate and buy premium products.
Approach:
Kohler’s primary goal was to elevate brand awareness and forge deeper connections with its audience. The campaign aimed to showcase how Kohler’s premium bath products deliver an unparalleled experience, prompting consumers to wish that everything in their lives operated as seamlessly as Kohler’s innovative offerings.
ICC Men’s T20 World Cup 2024 on Disney+ Hotstar:
To effectively reach its target demographic, Kohler launched a compelling campaign and promoted it during the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar. Through this campaign, the brand positioned its products as more than just functional items; they were presented as lifestyle essentials. The idea was to make consumers feel that Kohler products enhance daily living, making every moment more enjoyable.
The brand strategically aired three 20-second ads featuring different products on Disney+ Hotstar’s CTV offering. All video ads showcased the excellence of Kohler’s products. These ads were placed during 10 India matches and 7 key non-India matches throughout the tournament, ensuring maximum reach and engagement with viewers.
Wimbledon 2024:
Building on the momentum generated during the ICC Men’s T20 World Cup 2024, Kohler extended its presence by becoming a sponsor of the recently concluded Wimbledon 2024. During this prestigious event, the brand utilized the L-Band ad format to showcase its message during critical moments of the matches, ensuring visibility when viewer engagement was at its peak. The ads, titled ‘Wimbledon: Bold Rallies by Kohler,’ highlighted the top rallies, aligning Kohler’s branding with high-energy, exciting moments in sports.
Impact:
Kohler’s strategic campaign successfully created significant brand awareness and purchase intent among its key demographics. By effectively leveraging Disney+ Hotstar during high-profile sporting events, Kohler positioned itself as a go-to brand for premium products, resonating well with affluent, modern consumers. The brand’s consistent presence during the T20 World Cup and Wimbledon not only increased visibility but also solidified Kohler’s reputation as a brand that understands and caters to the needs of a discerning audience.
In conclusion, Kohler’s innovative marketing strategy exemplifies how leveraging Disney+ Hotstar can elevate brand presence and foster meaningful connections with consumers.
Brand Speak:
