The case study named '8PM Match Vs 8PM Traffic' by Maxus for Tata Sky + HD has been shortlisted in the category of 'Best Media Innovation - Digital' in Emvies 2014.
Tata Sky + HD lets you record Live TV and then view it whenever you want. Even though the potential customers are aware of this product, they have never found an inherent need to own it. In 2013, Maxus realised this and decided to change this scenario by targeting the cricket lovers during the IPL season through its campaign '8PM Match Vs 8PM Traffic'.
It is during this cricket extravaganza that people usually try and wind up their work early to go and watch the IPL matches at home. But most of the time their hopes get dashed because of the rush-hour traffic (7PM-8PM). They are thus left to checking scores on their mobiles. Maxus devised a strategy to catch the consumers by surprise during moments that make them most receptive to their communication and also drive the benefit of owning a Tata Sky+ HD set-top box.
The agency went through the IPL schedule and decided on the dates of the activity. For this, the traffic zones in cities hosting IPL matches were chosen. These traffic zones were geo-fenced within time-bands (7PM to 9PM). Then, with the help of Google GPS and location based services, customised clickable banner ads like 'Are you missing the match because of traffic? Get Tata Sky+ HD. Record and watch when you have time' or '8 PM Match Vs 8 PM Traffic' were targeted at cricket lovers checking scores on cricket sites or apps while stuck in traffic.
Over a period of 29 days, these ads caught the attention of 3.1 million people who were checking scores while stuck in traffic. There were more than 320,111 clicks on the messages and they in turn translated into 66,002 calls and around 2,501 set-top boxes were sold.
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