Categories Name : Marketing Strategy

Sub-Category : Best Use of Mobile – Customer Engagement

Entry Name (Campaign) : #Game Stamina Ka - A movement against Gender Norms in Cricket

Results

During the campaign, gamers not just played as Boost Women’s Team, but also turned into new fans of the India Women’s Team. Stamina displays of our women cricketers, in-game and at the World Cup, smashed gender stereotypes. - 100 Mn+ minutes of gaming sessions recorded - 100k+ increase in female registrations on WCC3 - 3 Mn+ user data (1P) collected and retargeted - 4x male registrations against benchmarks on WCC3 Basis brand lift study: - 2200 basis points increase in brand awareness - 56% audience resonated with the brand message of ‘Game Stamina Ka’. - 1700 basis points increase in purchase intent - 2800 basis points increase in trials post activity - 27mn worth organic PR received And, by the end of the campaign, Boost managed to spark a collective consciousness that how limiting cricket to just being “A Gentleman’s game” might actually alienate it from the women relating themselves to the game, and thus limiting the sport itself.