Kyoorius Advertising Awards
Experience & Activation
Contests & Games
KYOORIUS ADVERTISING AWARDS - Experience & Activation (Contests & Games)
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Rally Navigator - Hero
Client: Hero Motosports
Entrant:
Baby Blue Elephant
| Entry Title: | Rally Navigator |
|---|---|
| Brand: | Hero |
| Client: | Hero Motosports |
| Description: | CASE TITLE: NOW, THE RACE KICKS OFF FROM YOUR COUCH / FANS BECOME DIGITAL RALLY RACERS CHALLENGE: Ready, Set, Stop!: A year ago, just as the 2020-21 motorsports season was about to kick off, COVID played spoilsport - all rally events were either cancelled or indefinitely postponed. New kids on the block: Hero MotoSports is a relative newcomer in the rally scene and has been punching above their weight against rally titans like Honda and KTM. Barriers to entry: Motorsports is an extremely niche sport – it’s not telecast in many places, and fans have little opportunity to watch their idols/interact with them. So how does a relative newcomer take the sport forward when it is forced to be at a COVID-induced standstill? OBJECTIVE: - Finding a way to get motorsports going again, at a time when outdoor events aren’t an option - Creating an inclusive solution that gets die-hard motorsport fans involved ARRIVING AT BIG IDEA / INSIGHT THAT LED TO BIG IDEA: There is no Google Maps in the world’s most iconic rallies à riders have to navigate through tough terrains using directions on a roadbook à Can we replicate that experience online? BIG IDEA: Spectators become digital rally racers By creating a series of virtual rallies set in Google Earth Pro, fans from all over the world faced off in a race against time. EXECUTION: Using the ‘Path’ Tool on Google Earth Pro, fans charted their course using our digital roadbooks set in the world’s most iconic rally routes They went head-to-head with other fans – and Hero MotoSports team riders – in timed challenges Winners got to virtually interact with rally legends like CS Santosh These challenges, and other online events like the Navigator Bootcamp, brought fans closer to the sport - and their Heroes RESULTS: -Over 2,200+ registrations in an extremely niche category -90% completion rate in timed challenges -5 million+ social reach -10 million+ impressions |
| Company Credits: | DDB Mudra Group |
| Individual Credits: | Team DDB Mudra |
