The #CheerForAllSports campaign by Cadbury Dairy Milk multi-medium marketing, under the supervision of Mondelez India, along with Ogilvy India and Wavemaker India, wanted to boost the support Indian sports enthusiasts have for all Indian players participating in various games, especially during the IPL 2023. It is a fact that cricket is considered the most appealing sports in India-based milieu, thus the campaign intended at capturing the attention of Indians towards the relatively unjustifiably neglected sports. Let’s unbundle this campaign’s plans and actions in more detail.
Objective
The #CheerForAllSports campaign’s ambition was to turn a deafening cheer for sports like boxing, hockey, and table tennis which often go unnoticed during an era of IPL hysteria. It also hoped to improve understanding, relations and goodwill with its clientele through the use of so called selfless love.
Challenges Faced
The brand also had concerns as to how they would deliver a campaign that would appeal to various age groups and audiences in urging them to support sports beyond just cricket. To this, the brand suggested developing an all-inclusive phygital experience that combined digital interfaces with physical fan interactions such that every fan can engage in the experience.
Creative Strategy
The campaign’s central concept was to demonstrate how Indians could experience happiness by supporting sportspersons in different sports which was accompanied by the tagline, “Har Indian team ki Khushi Mein Shaamil Hokar Dekho,” and propagated a culture of sports other than cricket as well.
Execution Strategy
Social Media & Partnerships:
Cadbury Dairy Milk employed a multi-channel approach, with a strong presence across social media platforms like Facebook, Instagram, Twitter, and YouTube. The brand also partnered with Star Sports, Jio Cinema, and popular Indian sports celebrities to further amplify the message.
Innovative Digital Engagement:
The campaign was supported by a microsite where fans could sign up to get reminders about upcoming sporting events. The site also provided a calendar of sports events occurring alongside IPL. Special Cadbury Dairy Milk packs with QR codes allowed users to easily engage and show their support.
On-ground Activation:
Cadbury took the campaign off digital platforms and into physical spaces by setting up large screens at stadiums to showcase the fans cheering for Indian athletes, creating an immersive experience.
E-Commerce Integration:
To engage with online shoppers, Cadbury launched a quiz on Amazon, where fans could answer sports-related questions for discounts on their products.
Conclusion
The #CheerForAllSports Cadbury Dairy Milk multi-medium marketing campaign by Cadbury Dairy Milk was also able to reach out to a growing plurality of nationalistic supporters throughout the country extending beyond cricket fandom and garnered the attention of millions over digital spaces while fostering a phygital ecosystem which integrated the offline and online worlds. The success of the campaign demonstrates that audiences can be reached effectively by making brands relevant in a more impressive and timely context than their core activities.
