Kyoorius Advertising Awards
Experience & Activation
Contests & Games
KYOORIUS ADVERTISING AWARDS - Experience & Activation (Contests & Games)
Client: Hero Motosports
Baby Blue Elephant
NOW, THE RACE KICKS OFF FROM YOUR COUCH / FANS BECOME DIGITAL RALLY RACERS
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?
- 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?
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.
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
-Over 2,200+ registrations in an extremely niche category
-90% completion rate in timed challenges
-5 million+ social reach
-10 million+ impressions
|DDB Mudra Group
|Team DDB Mudra