KYOORIUS MEDIA AWARDS - Cross-Platform / Integrated (Use Of Data)

Boost Stamina Meter - A New Currency In Town - Hindustan Unilever Ltd - Boost JPEG
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Boost Stamina Meter - A New Currency In Town - Boost
Client: Hindustan Unilever Ltd
Entrant: Mindshare

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Boost Stamina Meter - A New Currency In Town - Boost - Hindustan Unilever Ltd

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Entry Title: Boost Stamina Meter - A New Currency In Town
Brand: Boost
Client: Hindustan Unilever Ltd
Entrant Company: Mindshare
Description: Sport has transcended beyond just on-field skills and action. Data and analytics are now an integral part of the sports ecosystem, enabling enhanced performance, better tactics and much more. Though this data has enriched the game at the back-end; the fans have also been given a fair share of data storytelling through rankings, ratings or indices! Despite various performance ratings globally no broadcaster or brand quantify the most crucial aspect across sports: “Stamina”.

We created a Brand Asset that brought to life the brand proposition in a novel and exciting way. The “Boost Stamina Meter” is the world’s first ranking system which tested a person’s stamina. We fused multiple data sets and created an algorithm that ranked cricket players stamina levels during the Indian Premier League. LIVE, REAL TIME.

We took the Brand Promise, added tons of good data, created an enduring brand asset and deployed it across digital platforms. The Score Card became the media. We got experts to talk about it throughout the tournament thereby driving credibility. The ranking, created social buzz which proved it resonated with the audience. A generous lift in both market share and brand health measures proved that there was a growth in brand love.

Individual Credits: Meherzad Contractor
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