MUMBAI, INDIA — As cricket fever sweeps across India during the ICC Cricket World Cup, automobile brand Nissan India embarked on an exciting journey of personalization and engagement in collaboration with food delivery app Zomato.
Underlining the brand’s unwavering dedication to delivering a stellar performance, both on and off the field, Nissan India and its partners Nissan United India, the bespoke Omnicom agency set-up between TBWA and OMD to provide end-to-end integrated marketing for the brand, have deftly harnessed the colossal and diverse audience who turn to the food-delivery app to satisfy their snacking cravings as the Cricket World Cup drama unfolds.
Recognizing the surging demand for food delivery during cricket matches, Nissan seized the opportunity to elevate brand visibility and reinforce its strong position in the market by aligning its strategy with the infectious excitement surrounding the World Cup and leveraging Zomato’s expansive market reach to connect with audiences at scale.
Powered by Nissan United’s creative excellence and data-driven approach, the one-of-its-kind media innovation showcases targeted personalization and customized Zomato’s “rider tracking page” by owning 100% of the app’s ad inventory for the duration of the World Cup season, resulting in a striking display of personalized marketing to scores of audiences across the country.
The innovative media solution with its extensive customization, marks a significant milestone for Nissan India, the first to be executed by an automobile brand in India, setting a new benchmark for brand engagement. Fuelled by insights with Omnicom’s data orchestration platform, OMNI, the groundwork for this in-depth customization delved into the depths of customer sentiment tracking, an exhaustive analysis of campaign purpose to reach a broader audience spectrum, and an ingenious approach to capturing the imagination of India’s food enthusiasts during the World Cup.
With the customer’s home icon transformed into a cricket stadium on Zomato’s delivery map, Nissan India’s integration strategy aims to resonate more effectively with the cricket-loving masses. Furthermore, exclusive, contextually tailored content has been strategically deployed for each of India’s matches, ensuring that Nissan’s branding remains unmissable. Quite the way to hit a century in brand engagement!
Anisha Iyer, CEO of OMD India, said, “Our strategic vision here was to cultivate a topically resonant association with audiences. Cricket, a unifying force, weaves a tapestry of fervor that binds individuals from every nook and cranny of India. And what better way to help bring Nissan’s aspiration to reach and engage with our cricket-loving aficionados than with brand integration done right, one that harnesses the combined power of experimentation and innovation to foster deeper connections.”
“We believe associating with ICC Men’s Cricket World Cup 2023 is the perfect platform to celebrate together with our customers, this year’s festive season in India. In light of this unique opportunity to bring together brand enthusiasts, and automotive and cricket fans, we are also introducing the style-focused ‘Magnite Kuro Edition’ and the drive experience-focused ‘Magnite EZ-Shift’ to market along with a range of engaging, innovative marketing activations to make this occasion exciting and memorable for our customers this year,” Mohan Wilson, Marketing Director at Nissan India, added. “Personalization is key to engaging with our young and highly digital-savvy target audience along with relevance in messaging and live experiences. Hence, we are excited to partner with ZOMATO, to drive impactful innovative digital-focused marketing campaigns this festive season to excite our customers around various relevant areas such as mobility, food, and sports during this year’s ICC Men’s Cricket World Cup 2023.”
