The World Cup might be done, but it did offer brands some great opportunities at moment marketing. Swiggy was one such brand. Set against the backdrop of the India vs New Zealand semi-final, Swiggy leveraged a highpoint of the game.
Swiggy teamed up with Havas Media India to execute a TV-based moment marketing innovation to time it during Virat Kohli’s pursuit of his 50th Century. As Kohli achieved his milestone, Swiggy launched a moment marketing communication on TV channels declaring, “History has been delivered, shall we deliver the sweets?”
The contextual aston was placed on prominent news channels in key regions like Hindi speaking markets, Maharashtra, Karnataka, Tamil Nadu, West Bengal. Using news channels as the medium ensured the message reached audiences at the precise moment when the breaking news was unfolding.
Jijo Thomas, General Manager, Marketing, Swiggy said, “Capturing and retaining the top-of-mind space amongst your target audience is an uphill task and an always-on-battle. As marketers we are always on the lookout to find innovative, clutter breaking yet cost-efficient solutions for the same. Leveraging the highly anticipated, arguably one of the biggest moments in cricketing history; Virat Kohli’s 50th international century via moment marketing amongst many others was one such sweet spot we identified and amplified. There are times when everything falls into place, being able to time to perfection and etch your brand with an iconic global sporting and highest streamed event ever, was one such remarkable landmark in Swiggy’s brand building journey.
“Special thanks to Havas Media in helping us push boundaries and redefine marketing rules, one campaign at a time this CWC.”
Saurabh Jain, President, South, Havas Media India, said, “As Swiggy’s extensive World Cup campaign enters its final leg, these moment marketing innovations have yielded meaningful results for the brand. Aligning lightning-fast deliveries with cricket fervour has been ground-breaking, and we look forward to continuing this success in the years to come.”
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