#ISL2019: How Maruti Suzuki gave hardcore ISL fans a front-seat view without being present at the stadium

Brand Introduction

Maruti

Suzuki is an automobile manufacturer in India and is known for breaking the

clutter with cutting edge models and engineering.

Platform

Star

Sports & Hero Indian Super League

Introduction

Hero ISL sponsors – Maruti Suzuki wanted Hero ISL fans to be LIMITLESS in supporting their favourite team. To showcase their long-term association with the league and it being the 5th edition of Hero ISL, Maruti Suzuki wanted to go big on innovation and impact with the FINALE in mind

Objective

Creating

ground-breaking technological innovation for Hero ISL fans to BE LIMITLESS and

make their presence felt in the stadium during the Hero ISLFinale.

Strategy

Reach out to Hero ISL fans that would be missing out

on watching the Hero ISL Finale from the stadium due to various reasons.

The idea was to give a few lucky fans a chance to watch the game sitting on the “front seat” at the stadium using technological innovation and make them LIMITLESS.

Execution

Hardcore Hero ISL fans from different states were contacted to know reasons why they’d not be able to watch the Hero ISL Finale at the venue. A back-story of the reason behind missing out on the game was shot for fellow fans to take notice.

As the brand’s philosophy goes –“Be Limitless”, Maruti Suzuki used internet & LIVE connectivity to make the fans be seated in the front seat, without actually having to go to the stadium. The innovation gave Hero ISL fans who had genuine reasons to not be at the stadium – such as Doctors who are on call, differently-abled persons, new parents, and more – an opportunity to be a part of the game with a seamless experience. 

The

brand created a first of its kind virtual seating in any sport in the country,

by using the LED perimeter board around the football pitch which was to be used

as a medium for fans to be present at the stadium and be seen LIVE on TV.

Fans

were streamed LIVE on the LEDPerimeter board as they watch the FINALE from home

while being a part of the crowd being seated in the “front seat”.

The LED Perimeter also surprised the players, creating buzz on ground and on social media. With #Swift trending, the brand managed to raise eyebrows.

Results

Combining

technology with the growing popularity and passion for football, Maruti Suzuki

managed to present them as a brand of this age. The automobile brand further

managed to penetrate larger markets, especially engaging with the youth.

The

brand achieved an Overall Sponsorship

Impact of +35% with +29% of uplift on Key Brand Metrics.

As

per the research report from Nielson’s Sports, the uplift in the key metrics of

the brand are as below-

1. Limitless
   
   Fan Activation on Finale

+3%Avg.Uplift

Seen

by 36% of the respondents

• Digital
  
  Mosaic on Finale

+4%Avg.Uplift

Seen

by 35% of the respondents

• Maruti
  
  Suzuki Arena Ground Activations

+12%

Avg. Uplift

Seen

by 46% of the respondents

• Maruti
  
  Suzuki AR Graphics in Live Match

+19%

Uplift

Seen

by 60% of the respondents