STAR SPORTS REFRESH

TitleSTAR SPORTS REFRESH
BrandSTAR INDIA
Product / ServiceBROADCASTER
CategoryC01. Integrated Media Campaign
EntrantMINDSHARE Mumbai, INDIA
Media Agency 2 MINDSHARE Mumbai, INDIA
Entrant Company MINDSHARE Mumbai, INDIA
Media Agency MINDSHARE Mumbai, INDIA

Credits

Name Company Position
Anita Kotwani Mindshare Principal Partner
Preeti Macarenhas Mindshare Principal Partner
Arun Narang Mindshare Sr.director
Vijay Malhotra Mindshare Planning Manager
Arun Subramanian Mindshare Account Executive
Shilpy Agarwal Mindshare Partner
Mohammed Faisal Saiyed Mindshare Manager Strategy
Girish Kenkare Mindshare Investment Group Head
Rahul Satoskar Mindshare Partner

Results and Effectiveness

In the first week of the campaign, total communication awareness reached 87% and for the key attribute “does the network inspire the sports fan in you?” grew sharply from to 85% (dramatically up by 20%). Tracking research confirmed that the ads got a stronger emotional response (client continuous tracker data). The integrated campaign earned huge media coverage, equivalent to $1 million. Viewership in TV saw an increase in the relevant categories Category From To By All Sports 201 4774 2275% Football viewership 4624 6628 43% Car racing viewership 361 725 101% Domestic cricket viewership 438 1272 190%

Creative Execution

• Print: As an innovation, we featured Sports Page News on the front page of two of the largest Indian newspapers. Thus for the first time in the history of Indian news the sports page took dominance over general and entertainment news. The Sports Page and the Sports masthead replaced the “National and Important” news. Accompanying the sports front page was a full page ad with the messaging –“A Sports revolution starts today, bringing sports to the forefront” • TV: The largest Hindi news channel in India broadcasted Sports News before all other breaking and national news all day long. • Internet: On the day of the launch all leading web portals – Yahoo, MSN etc. carried Sport News on the home page and sports was given prominence all day long. It was a 3600 media coverage with a single message – that with Star Sports channels, Sports coverage dominates!

Insights, Strategy and the Idea

Traditionally, India as a country has high viewership only for Cricket in the Sports Genre. The leading broadcaster in India, Star Network was launching 6 new channels under the umbrella of Star Sports in a new channel structure. The idea was to positively impact the future of sports coverage by moving it from a cricket-dominated structure to one that equally emphasised and showcased every sport. Our insight revealed that for every medium – from Dailies to TV and the Internet, sports news and coverage was only an afterthought with daily news, and even entertainment taking the pride of place. The strategy we planned was to bring sports to the forefront to create awareness amongst Indians that with the Star Sports bouquet of 6 channels, they were now being offered variety and primacy of sports coverage