Analyzing Evo's IPL 2024 Sports Strategy with JioCinema

Jyotiba Patil -

Product/Service

Evos is dedicated to the concept of 'spreading love' by developing homes that foster community living and enhance family values. Their projects emphasize not only architectural design but also emotional attachment, aiming to create comfortable, secure, and joyful homes that contribute to societal harmony.

Objective

The IPL 2024 campaign for Evos had two main objectives:

  • Marketing Objective: Enhance brand recall while aligning with strategic brand positioning.
  • Business Objective: Drive potential sales growth through increased awareness and engagement with audiences in neighboring cities.

Target Audience

Evos focused on urban households with digital savviness, targeting HH+Web audiences in major cities.

Geography

The campaign spanned six key Indian cities: Odisha, Delhi, Bangalore, Pune, Hyderabad, and Mumbai. These locations were chosen for their high digital consumption rates and large HH+Web audiences.

Sponsorship Strategy for IPL 2024

Evos aimed to boost brand visibility through IPL 2024 sponsorships. By placing midroll ads during live matches on JioCinema's OTT platform, they ensured high visibility among an engaged audience. This approach targeted the HH+Web audience across key cities during peak IPL engagement periods.

This strategic placement during a highly anticipated event helped imprint the Evos brand in millions of minds, strengthening its market presence.

Audience Engagement Strategies

Evos implemented targeted strategies during IPL 2024 to engage their ideal audience:

  • HH+Web Audience Targeting: Focused on households consuming both TV and web content for optimal reach among digital consumers.
  • JioCinema Audience Insights: Utilized platform insights to better target viewers likely to resonate with the brand.
  • Midroll Ad Placement: Positioned 15-second ads within matches without disrupting viewing experiences.
  • Mobile Optimization: Adapted ads for mobile viewership based on consumption trends to increase engagement frequency.

Results

The results of Evos' IPL 2024 sponsorship were outstanding:

  • Total impressions reached 29.7 million across nine matches.
  • A total reach of 18.2 million was achieved in targeted cities.
  • An impressive 24% reach among HH+Web audiences demonstrated effective platform use and strategic targeting success.

The campaign significantly boosted visibility across key regions, reinforcing Evos’ presence in major urban areas. In partnership with brands like Wrap2Earn, Evos was able to execute a multi-channel strategy, leveraging Wrap2Earn's media expertise to optimize their advertising across both digital and TV platforms. This synergy of a popular event, strategic ad placements, and precise audience targeting enabled Evos to enhance brand visibility substantially, setting the stage for increased sales and long-term customer relationships.