No Shortcuts Campaign | Apollo Tyres

Increased Engagement by 500%, over 6 million YouTube views and ad performance 100% better than industry average

Brief/ Objective

  1. To promote Apollo Tyres & Manchester United association.
  2. Create a buzz online amongst Football enthusiasts about the association and promote both the brands.

Approach

Multiple channels were identified to reach football enthusiasts, engage them & create a loyal fan base. Apollo Tyres' ability of perform under extreme conditions was focused upon and was fused with the remarkable brand of Manchester United whose players train hard to win every game. Thus, emerged the idea - Performance. There are No Shortcuts.

  1. Facebook contests were designed where followers were asked to submit their high performance videos and tell their stories. Top followers were in turn awarded with trips to the Old Trafford, Manchester's home ground to watch the Red Devils in action.
  2. Engaging Interactive Ads were created for
    • YouTube Home Page MastHead
    • ESPN, Yahoo Home Page TakeOver
    • Saavn App Roadblock
  3. Video was heavily leveraged. Multiple versions of varying time duration of the Video Ad were created.
  4. Unique No Shortcuts Music was designed to improve recall value

Creatives

No Shortcuts Music

No Shortcut Video Ad/ TVC

YouTube Firstplay

ESPN Home Page TakeOver

YouTube Home Page Masthead

Saavn Roadblock

Mobile Gameplay

Outcomes

  1. The campaign successfully positioned Apollo Tyres as a serious performer and increased familiarity and involvement of users with the brand.
  2. Rich interactive concept had an above average performance across all devices and publishers, upto 30% in cases. Well above the media benchmark of 11-15%.
  3. 'Performance. There are no shortcuts.' video ad witnessed a total of 6.1 million views on Youtube with almost 100% unique reach.
  4. YouTube masthead reached 7.4 million users, 41% of which were unique
  5. Successul display and interaction with the masthead led to a 28% rise in search for Apollo Tyres on the launch day.
  6. Through the Saavn Roadblock Apollo Tyres received 11,561 voluntary visits to Apollo's exclusive playlist
  7. Social Media Campaign went extremely viral with organic reach of upto 1 million in certain posts
  8. CTR (performance of content and creative) was 100% better than the industry average
  9. CPC (performance of Ad Spend) was 92% less than industry average (Automotive in India)
  10. The campaign was extremely well received by Football and Manchester United fans and established a loyal Apollo Tyres fan base
  11. The campaign was extremely well received by Football and Manchester United fans and established a loyal Apollo Tyres fan base

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