KYOORIUS ADVERTISING AWARDS - Innovation (Experience & Activation)

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