ted talks

Loading

Campaigns that have resulted in creating high impact, brand recall and deep rooted customer engagement.

Campaigns that have resulted in creating high impact, brand recall and deep rooted customer engagement.

BACKGROUND

Star Plus commands a substantial footprint reaching over 170 million viewers all over the country. Star Plus boasts of a bouquet of shows that are diverse - talking to varied audience sets. With the perennial ambition of being the No. 1 player in the GEC category, the effort has focused on two imperatives - How do I enter conversations? & How do I become the conversation?

INTENT

To be the no.1 in the category, the perennial focus of brand StarPlus is to narrow the divide between themselves and it’s audiences

INSIGHT

When the fan core gets excited and intimate with the brand, the fringe and the mass follow through tightening existing bonds and expanding the circle of influence.

CHALLENGE

An overexposed consumer is spoilt for choice with abundant stimuli and multiple brands constantly vying for attention creating an ecosystem that is fickle and overexposed.

The StarPlus consumer is busy watching the IPL as made evident by BARC India data for Week 16 of 2019 ( HSM (U+R) : NCCS All : 2+ Individuals ) cuing a decline in GEC viewership in the wake of IPL 2019.

THE APERTURE

When the StarPlus fan is also an IPL fan, the best aperture to leverage was the IPL especially when Star Sports was all set to host the mega cricketing event this year. The opportunity was to cash in on the IPL fervour in a way that it attributes positively back to brand StarPlus.

CONSUMER TRUTH

However, one aspect that is the common point of congruence is that all consumers are humans, driven by aspirations, needs and understand their world through emotions. They crave for bonding and create meaningful relationships with the world that surrounds them.

CRAFTING AN OPPORTUNITY THAT IS TRULY SPECIAL FOR THE FAN

Audiences identify with the channel through their shows and shows through their characters. Affinity for a channel is built through its content, however, affinity to the content is driven by its characters.Fans always wish to get up and close with their favourite characters and even more so get to spend time with them.

IDEA

Crafting a gratification that is not frugal but substantial, meaningful and delightful to a fan - StarPlus presented an opportunity to watch the IPL live at the grounds with your favourite StarPlus characters

Taking the idea to the masses required the invite to be colloquial and well understood by the masses which came in the form of #Partytohbantihain

With IPL fever and opportunity to watch it live with your favourite characters there was no excuse left but for a great party to be in order.

The fandom associated with IPL and the fandom associated with StarPlus characters presented itself as a point of congruence to craft an opportunity to power meaningful interactions enabling a deeper connection with brand StarPlus

charactar-building
charactar-building

DRIVING BRAND INTERACTIONS THAT ARE PURPOSEFUL

Promos were released on-air with characters announcing the contest in their own unique style asking audiences to participate by answering one question based on the current show progression. With one question per show every week, contest questions were announced across social platforms urging fans to participate.

charactar-building

The contest was bolstered by celebrities and characters alike with video snippets capturing their excitement and urging people to come witness it with them. The contest winners were announced and images of the winners living their IPL dream were posted to magnify the winning experience and derive brag value.

  • 3.52M Views

  • 2M Engagement

  • 2M Impressions

  • 2.4M Reach

  • 15K Mentions

Social currency is critical to the experience and it was achieved by documenting the winners journey and the experience at each stage with posts and insta stories narrating the journey, capturing the favourite moments with their beloved characters.

  • 2M Views

  • 1M Engagement

  • 1M Impressions

  • 1M Reach

  • 6K Mentions

LEVERAGING THE FRENZY TO BUILD TO AN INFLECTION POINT AND MAKE THE BIG ANNOUNCEMENT

The IPL finale being an event as big as IPL itself as a platform to make an important announcement that was crucial and pertinent to the brand. StarPlus was about to announce the evolution in its brand philosophy to Rishta Wahi Baat Nayi moving from an ‘introspective Soch’ to an expressive ‘baat’.

An event created on Facebook invited fans to join the celebrations with the match finale in sight. Promos were released on air and amplified on social platforms leading up to the facebook event . Bollywood celebrities joined in with web-exclusive invites urging audiences to join the party.

  • 7M Views

  • 2.4M Engagement

  • 2M Impressions

  • 1M Reach

  • 18K Mentions

LEVERAGING LIVE - STARPLUS GOES LIVE WITH CRICKET LIVE PARTY

Live content, with all the excitement brings unique challenges making it critical to make the content experience engaging and involving. Aiding a compelling narrative, Sanket Bhosale, mimicry artist, actor, comedian duelled with StarPlus celebs asking them to spill the beans on this big party in turn creating excitement around the same.

Taking the banter live on Facebook and Instagram and a live feed to twitter created an impactful stir in conversations sending audiences in frenzy.

Celebs shared their excitement on social media and fans amplified the chatter creating a strong foundation for the launch of the new brand philosophy.

  • 5.4M Views

  • 1M Engagement

  • 1.6M Impressions

  • 1M Reach

  • 8K Mentions

RESULTS

Even though all the GEC's saw ratings drop around the IPL season, StarPlus managed to stay at #2 for 5 consecutive weeks, according to the BARC Report

  • Engagement 6.4M across all social media platforms.

  • Views 17.92M across all social media platforms.

  • Impressions 6.6M across all social media platforms.

  • Reach 5.4M across all social media platforms.

  • Mentions 47K across all social media platforms.