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Rally Navigator - Hero Motosports - Hero PNG
Rally Navigator - Hero Motosports - Hero PNG

Rally Navigator - Hero
Client: Hero Motosports
Entrant: DDB Mudra Group

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Rally Navigator - Hero - Hero Motosports

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