CO-CREATION PRINT AD by Maxus for Indian Premier League

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CO-CREATION PRINT AD

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market India
Agency Maxus
Released March 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: INDIAN PREMIER LEAGUE
Product/Service: INDIAN PREMIER LEAGUE 3
Date of First Appearance: Mar 12 2010
Entrant Company: MAXUS, Mumbai, INDIA
Managing Director: Ajit Varghese (MAXUS)
Managing Partner: Kartik Sharma (MAXUS)
Business Director: Jigar Rambhia (MAXUS)
Investment Director: Umesh Shetty (MAXUS)
Business Manager: Sheena Huria (MAXUS)
Media placement: Print Campaign - Hindustan Times - 12th March 2010

Insights, Strategy & the Idea
Indian Premier League (IPL) returned to India after an unexpectedly poor performance in South Africa for season 2. The frenzy for team preferences had died. IPL feared an early death. The Challenge was to grow on IPL 1 & 2 performances.
Loyalties and fan bases are the life bloods of sporting events. It was critical to instigate passion of team lovers to resurrect IPL 3.
Insight: “PEOPLE UNIHIBITINGLY SUPPORT CITIES AND COUNTRIES THEY BELONG TO”, for example, an Australian residing in London will still support an Australian team.
To generate city loyalties for different IPL teams, we created an ad for each fan. We partnered with India’s leading English daily “Hindustan Times” and created “World’s First Print Advertisement through Co-Creation”.
In co-creation, consumer and marketer participate together in the value creation process. One wears the hat of a thinker while the other, executioner. Here, the cricket lovers became thinkers and agency took executioner’s role.

Creative Execution
Step 1: We invited consumers to design the launch print advertisement of IPL3 with us, exactly the way they wanted. A day before the launch of IPL3, we texted 2.6 million Hindustan Times readers across markets asking a simple question, “Which IPL team do you support?” The readers replied back with their choice of team.

Step 2: In proportion to the SMS replies, we created 8 different ads for 8 different teams with each fan receiving a unique newspaper that had his or her favourite team ad on the front of the newspaper. So while I received a newspaper with “Mumbai Indians” ad, my neighbour got the same paper but with “Chennai Super Kings” ad. The mammoth task took 6 hours of exclusive printing, and blocking out any advertiser that approached the publisher 12 hours before printing.

Step 3: The next morning 5000 dedicated vendors personally delivered every single customer his co-created copy.

Results and Effectiveness
10% of Hindustan Times readers synergized in the co-creation of the IPL3 innovation.
What happened to the other 90%? We didn’t leave them out of this exciting idea. Each received a different copy with one of the eight team’s advertisement on front page.
Viewership increased by 15% as compared to IPL Season 2.
Stadium occupancy at 93%.
Radio stations across markets spoke about it giving Rs. 3.5 million worth of earned media.
Media wrote about it. Rs. 2 million worth of PR got generated.
Major portals covered it in the news giving Rs. 0.5 million worth of coverage.