Product/Service
Motul, founded in 1853, is an esteemed lubricant brand from the categories of automotive, motorbikes and industry. Its products are considered world-renowned for their great innovation and top performance. From an already established track record in technological progress and high standards, the brand goes ahead to design reliable and efficient lubricants that meet the very demanding sector . Hence, the loyalty and shared trust in the brand is awarded in honor of a reliable partner in the pursuit for advancement and performance.
Objective
Increase brand visibility and promote the campaign “Next level Thrill” were the core objectives of our marketing strategy. It directly targeted potential clients. This was hence infused with power during the match between India and Australia on the JioCinema YouTube channel wherein Motul stood as an Associate Partner.
Target audience
The vision of Motul was to attract both men and women sports lovers who follow cricket with a passion incorporating it in their fandom age as well as interest.
Geography
The campaign was tailored to reach audiences across the country, especially in the towns with a minimum population of 1 million+ through both Over-the-Top (OTT) and Connect TV (CTV) platforms, along with a Pan-India reach.
What Strategies did Motul use to boost their brand visibility by Sponsoring India vs Australia T20 Series 2023
- Motul Hong Kong’s sponsorship of the India vs Australia T20 Series 2023 is a clever mix of various actions, the collective goal of which is to leave the fans with a great lasting impression. Here’s how Motul planned and executed this objective:Here’s how Motul planned and executed this objective:
- Though Motul could stand out from the crowd, becoming an Associate Partner of the India vs Australia T20 Series 2023 will provide little data to the millions of cricket fans around the world. This partnership allowed the brand to be identified in one of the most premier events of sports-connected with Indus passion and panache of cricket.
- In order to relate cricket-crazy fans with the brand, Motul created relevant and exciting content for the fans to connect with, hence, being able to relate to them. Through the explored themes the brand’s devotion to performance, quality, and excitement quote in harmony with the spirit of Motul and the sport of cricket is brought to the forefront.
- The time which needed to be considered as the most crucial campaign was Motul managed to achieve that merely by aligning with the India vs Australia T20 Series 2023, as there was a lot of excitement and a high degree of emotional investment in the event among the fans. Ad placements would be strategically interwoven to match pre-match, live, and post-match segments while the team and audience were in full progress of the match, making maximum exposure and engagement.
- Through digital and social media platforms Motul exerted a generous amount of buzz about the partnership. We offered them further remarkable assistance that ranged from behind-the-scenes footage to real-time matches, updates, and interactive campaigns that urged participants.
Ad options identified by Motul to engage with their ideal audience.
Motul excelled in reaching and engaging an appropriate audience by positioning their data analytics, targeting ads, and the energy of sport to work together.
Motul heavily invested in detailed targeted audience segmentation to identify fans of the sport of cricket, especially those who are likely to be following the two cricket teams when they play the India vs Australia Revenge series. Through the help of demographic studies, like age, gender, and geographic location, Motul was capable of coming up with a marketing strategy which would entertain both sexes and all those above 1 million metropolitans.
FENCE ADS: These are virtual digital billboards positioned around the live streaming window, guaranteeing maximum visibility during the cricket channel.
SQUEEZE UPS: This format compresses live streaming to a smaller size, and at the same time, the ad content and the viewer engagement are delivered, which helps in the maintenance of the audience’s attention and supplying the advert.
Connected TV (CTV): Recent growth of smart TVs has given the Motul an opportunity to make use of CTV to display its ads in a better way that is larger in size, higher quality and more engaging that the users can hardly avoid.
Over-the-Top (OTT): Through the advertising on Jio Cinema or those like it, Motul did not only appeal to people who watched the matches online but also made sure to have its presence on the devices which would be most used by its core group of audience.
PROMO TAGS: They are small, done on air and often integrated into the the broadcast, providing a more visual and memorable way for the brand to stand out.
The company Motul regularly tracked the success of the campaign throughout various channels and the ad formats, and it used this information to make adjustments and optimizations in real-time. This data-driven strategy of the brand helped it to enhance its scope and influence and it prepared various tactics which were adapted in accordance with the rise in the audience’s response.
The strategic approach of the brand enabled it to determine and communicate its message with the right target audience group to the extent that the right cricket fans witnessed the matches 2023 with the emblazoned logo of the brand at hand.
Campaign Execution
Results
Pre-match Campaign Impressions: The objective was to determine the kind of marketing that really connects with the audience immediately before a match that is critical in the physiological manipulation of viewers when they are highly anticipating the match.
Fence Ads and OTT: These platforms have yielded 18.60 million touches. Banners appealed to motorists’ sight due to their prominent appearance, and on the other hand online TV ads were characterized by their wide reach to many possible customers.
CTV and Squeeze Ups: The advertising channels obtained a total of 31.40 million impressions. The choice of CTV, with the smart TVs and devices having the internet access included in, mixed the more lively and engaging viewing experience. Place compressions, for example one that displays emphasis on a specific content in the ad, worked well on that meter.
The fact that the volume of impressions show that the campaign has successfully reached the target market indicates the influence and impact created by the campaign. As the campaign used different ad formats including Fence ads, Squeeze updates, OTT, and CTV it became possible to maintain consistent, but strong presence in the platform with an enhancement of overall brand visibility and recall.
