BANGALORE, December 26, 2018 /PRNewswire/ —
Achieves 4x higher CTRs compared to average industry benchmarks for display ads in less than a week
Britannia, India’s leading food company, celebrated its 100th anniversary earlier this year. The company wanted the message of their milestone to reach a large audience and decided to execute moment marketing across screens with Zapr during the Asia Cup 2018. To create a strong brand impact on their audience, they directly engaged them on mobile during big cricket moments that would highly resonate with their brand message.
“Zapr played a pivotal role for our campaign by creating real-time engagement with the audience. With the help of Zapr, we were able to target specifically viewers who were watching the live telecast of the Asia Cup 2018.” – Ali Harris Shere, VP – Marketing, Britannia Industries Limited
How brand association was built through the real-time sync of TV and mobile
With a cross-screen targeting strategy, Britannia’s creative ad banners were displayed for each crucial moment of a cricket match in the series, driving awareness of their 100-year milestone. The targeted offline TV viewers were shown ads relevant to moments like boundaries, wickets, centuries, etc. on any mobile app they used. The display ads further lead the viewers to a video celebrating Britannia’s century. Furthermore, Britannia was able to deep dive into specific campaign analytics based on daily trends, day of the week, moments, matches, geographical location, etc.
“Due to Zapr’s unique core technology which brings the offline and online world closer, we were able to deliver more than 10 million impressions over a campaign period that was less than a week. The campaign with Britannia engaged more than 2 million unique audience and the banner ads received an average click-through rate of 1.31%, which is nearly four times higher than the industry standards.” – Deepak Baid, COO, Zapr Media Labs
