MUMBAI, INDIA — Audio advertising has captivated listeners for almost a century. However, unlike the past, today brands of all sizes can create effective audio campaigns in various engaging formats. With an aim to drive audio engagement on select keywords, Worldwide Olympic Partner, Bridgestone, and WATConsult, an Isobar company, have partnered to launch their latest campaign, ‘Chase Your Dream.’
Conceptualised and executed by WATConsult, the globally awarded hybrid digital agency from dentsu India, the campaign engages with sports enthusiasts among Amazon audiences through ‘Khel Quiz’, an ‘Alexa Voice’ skill-based quiz. It allows audiences to also launch the experience through skill invocation phrases in English and Hindi such as ‘Alexa, open Khel quiz’ or ‘Alexa, play khel quiz’, etc. on their Alexa-enabled devices. To amplify the reach of the engagement, the quiz has been promoted through Amazon DSP display ad campaigns on amazon.in and across third-party sites and apps.
For the record, thus far, the Amazon DSP display ad campaign has achieved a reach of 20M impressions and has driven 176K+ Alexa skill engagements and 50K+ quiz completions.
Speaking on the campaign, Ankur Malhotra, Chief General Manager-Consumer & Commercial Marketing, Bridgestone India said, “At Bridgestone, we have always explored innovative ways to engage well with our target audience. By working with the Amazon and Alexa teams, we developed a voice-enabled Olympics-based quiz that has helped us effectively reach millions of cricket fans in India. Our campaign has helped fans be aware of and acknowledge the Indian athletes competing in the Olympics by interacting and showing their support for them. As a result, we have seen not only a considerable impact in terms of engagement in a shorter period of time but also a positive brand lift.”
Commenting on the campaign, Heeru Dingra, CEO, isobar India group added, “In today’s time, screen fatigue is a legitimate term. Audio advertising makes an effective alternative to reach out to the target audience in almost any environment. This initiative for Bridgestone is a testimony for the same as the numbers speak for themselves.”
Sahil Shah, Managing Partner, WATConsult commented, “Amazon Alexa and DSP teams helped us in bringing to life our campaign ‘Chase Your Dream’ around standing in support of our athletes who strive to chase their dreams in the Tokyo Olympics. Using Amazon DSP, we created the most relevant audience segments based on past purchase behaviour and redirected them to participate in Bridgestone Olympics Alexa Quiz. This helped in building on the core objective of engagement leading to higher brand recall against regular impact properties with the right target audience. We have enabled a full-scale digital transformation journey for Bridgestone and such activations only keep adding more and more to it.”
