Product/Service
L&T Finance is a leading financial services company offering a wide range of products, including business loans and EMI services. The company wanted to raise awareness and create interest in these products during World Cup matches on Hotstar.
Objective
L&T Finance aimed primarily at boosting brand visibility and creating interest among potential clients for its business loans and EMI services during the World Cup matches on Hotstar. The brand wanted to tap into the cricket’s excitement and viewership of a nationwide audience.
Target Audience
The campaign targeted both male and female viewers across India, aiming to reach a diverse audience interested in cricket and financial services.
Geography
L&T took a pan-India approach, thus reaching out to viewers from all corners of the country.
Approach
During World Cup 2023 matches on Hotstar, L&T Finance strategically deployed custom L-Bands. These L-Bands were specifically placed in order to get target viewers’ attention at key match moments, thereby ensuring high visibility as well as engagement. It was also geared towards increasing brand presence and displaying effectively promoted items.
How did L&T finance increase brand visibility through the World Cup 2023 Hotstar?
The company employed a strategic approach in building its brand image for the period of World Cup 2023 through the use of customized L-Bands. These were positioned strategically during live matches so as to capture an involved audience at critical times in matches. L&T Finance aligned itself with such popular sporting events thus ensuring that viewership counts and engagement scores were maximized, making it possible for a boosting of its brand presence.
What Strategies Did L&T Finance Use to Identify & Engage Their Target Audience?
Leveraging cricket’s popularity and the World Cup matches on Hotstar, enabled L&T Finance to reach out to its target audience. The use of custom-made ‘L-bands’ helped focus the viewer’s attention during these live matches especially when important turns took place. Thus, this was a strategic move that ensured that the message from the brand reached its intended group hence increasing interest towards their business loan and EMI services by both parties.
Can Association of L&T Finance with World Cup 2023 Lead to Interest among Customers?
L&T Finance’s association with the World Cup 2023 on Hotstar has proven to be a compelling driver of customer interest. With an impressive achievement of 1.22 billion impressions, surpassing the initial target of 360 million, the campaign has demonstrated a high level of visibility among the target audience. This visibility was further reinforced by the campaign’s strategic engagement during key match moments, leading to increased brand recall and interest among potential customers. By targeting both male and female viewers across India and leveraging the popularity of cricket, L&T Finance successfully engaged a diverse audience interested in financial services. The strategic placement of custom L-Bands during live matches amplified brand visibility, ensuring that the message reached viewers across all devices and languages nationwide.
Ad options identified by L&T to engage with their ideal audience
The use of L Bands
L&T Finance leveraged L-Bands as a means to amplify its brand presence during live matches, taking advantage of the heightened viewership and excitement surrounding such events. These L-Bands were strategically positioned between overs, ensuring that they appeared during key match moments when the audience was most engaged. This strategic placement helped L&T Finance capture the attention of viewers and enhance brand recall and visibility.
Additionally, L-Bands emerged as the best advertising asset for pan-India targeting due to their delivery across all devices, including OTT (Over-The-Top) and CTV (Connected TV), and in multiple languages. This ensured that the campaign reached a diverse audience nationwide, aligning with L&T Finance’s goal of targeting both male and female viewers interested in financial services. The versatility and widespread reach of L-Bands made them an effective tool for gaining high visibility and engaging the audience during the World Cup matches on Hotstar.
Result
As a result of the campaign’s strategic execution, L&T Finance achieved outstanding outcomes, including a total impression of 1.22 billion, exceeding the planned target of 360 million. This remarkable result showcases the campaign’s success in maximizing brand visibility, targeting key match moments, and engaging a wide audience during the World Cup matches on Hotstar.
