With several sporting events trying to gain and get a bigger chunk from the advertising pie, Young was called in by Star Sports to develop communication that could bring in affinity to ISL (Indian Super League) and help ISL generate higher revenues from potential advertisers.
Having worked with the Media industry for close to two decades, it was imperative to educate Marketers , Media Buyers , Planning & Creative Agencies of the opportunities that existed in ISL and to motivate them to explore ISL as a another opportunity for both Reach and Innovation. The first set of communication was planned in several Trade platforms with direct communication of ISL and the opportunities. A second level communication was planned through the Advocacy route in several main line newspapers editorially wherein past and current advertisers advocated the effectiveness of ISL and the opportunity of innovatively using sports as a medium to reach audiences.
The campaign has just begun and ISL being a 5 month property, results will soon be measured for the same.
Concept, Creative, Digital creative such as emailers, content, videos and gifs.
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