Honda Promo, Case study FIH WORLD CUP

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Industry Cars
Media Promo & PR, Case study
Market India
Released February 2010

Credits & Description

Advertiser: HERO HONDA
Product/Service: INDIAN HOCKEY
Date of First Appearance: Mar 1 2010
Entrant Company: MAXUS INDIA, Gurgaon, INDIA
General Manager: Mrs. Mausumi Kar (Maxus Global)
Client Leader: Mrs. Sujata Singh (Maxus Global)
Group Head: Ms. Neetu Nirwan (Maxus Global)
Media Planning Executive: Mr. Ankit Bhanot (Maxus Global)
Media placement: TV Campaign - 17,000 spots - All Major channels in India - 1st March 2010
Media placement: Radio Campaign - 22,20,000 Secs - 185 Stations - 1st March 2010
Media placement: Print Campaign - 154000 Sq/cm space - 385 Editions - 1st March 2010
Insights, Strategy & the Idea
Dominating sports is core to Hero Honda’s strategy. The world’s largest two-wheeler manufacturer has always looked at leveraging scalable opportunities in India to reinforce its position as a pioneering Indian corporate.
Hope of more than a billion Indians ride on cricket. Cricket industry in India is estimated at USD 8 Billion. BCCI is the richest sporting body in the world with a net worth of USD 3.6 Billion. Advertisers shell out huge investments for a small share of the lucrative cricket pie.
The cricket obsession has led to the descent of other sports into oblivion including the National Sport of India- Hockey, the sport where India has the unparalleled distinction of winning 8 Olympic Gold. The game suffered from apathy of organizers, advertisers and fans alike.
Hero Honda sponsored FIH World Cup Hockey at an investment 16 times lesser than the investment value of a cricket opportunity of similar stature.
Creative Execution
Traditionally, advertisers draw from the strength of a big ticket platform, for instance, Superbowl, FIFA. In a departure from this convention we decided to build the media platform – Hero Honda FIH World Cup Hockey.
To catch the imagination of more than a billion people, the immediate task was to provide the platform a scale comparable to any big sporting event in India. Hero Honda created a “Hockey Surround” with a two-pronged approach:
1. Launching a big mass-media campaign to leverage its powerful celebrity brand ambassadors and mobilize public opinion in favor of hockey
2. Partnership across media especially news to create a supportive environment for Hockey.
We gave India its first-ever sporting anthem “Phir dil do hockey ko” (Fall in Love with Hockey again) an emotional and passionate call to the nation to support hockey. The integrated campaign comprised of 4 different TVCs, multiple print ads, radio creative and outdoor.
Results and Effectiveness
Contribution by media partners is estimated at USD 3.2 million, 15% higher than Hero Honda’s own investment resulting in a ROI of 215%. This manner of leveraging sponsorship is a new template that Hero Honda has given other advertisers to emulate!
More than 53 million people watched FIH compared to 12.3 million viewers for FIFA!
TOMA for HH crossed 85% - highest ever for Hero Honda and scores showed a reinforcement of its status as pioneering Indian corporate.
Above all, Hero Honda managed to bring India closer to its HERITAGE and NATIONAL SPORT