MUMBAI: Multi Screen Media (MSM) has launched an integrated marketing campaign for its newly launched digital sports entertainment brand - LIV Sports (www.LIVSports.in). The campaign aims at creating awareness about LIV Sports and positioning it as a premier action and entertainment packed digital sports entertainment destination, across youth-focused media and to highlight that the 2014 FIFA World Cup matches will be streamed on www.LIVSports.in.

The campaign has been derived on the basis of a consumer behavior study that reveals that today’s screen agnostic youth are riveted to multiple screens and devices all the time.

The marketing strategy is inspired by the well established truth that today’s youth, that is always glued to social media has acquired the personalised “Me, Myself and I” tag. Hence the campaign idea –‘I, Me and My LIVSports.in!’

LIV Sports has rolled out a 60-seconder Graffiti based TVC that emphasises on the brand’s unique selling points. Conceptualised by Havas Worldwide, the ads are extension to the key concept – ‘I, Me and My LIVSports.in!’

Sony Entertainment Network executive vice-president – new media, business development and digital/syndication Nitesh Kripalani said, “We have based our communications approach on several studies, that reflects that today’s tech savvy youth are always connected and spend most of their times on their smart phones, tablets and other screens, irrespective of where they are or whom they are with. Live sports is enjoyed together with friends, hence we have also included multiple engagements that will allow users to play/compete with their friends. We are excited about the campaign; the on-ground execution will target specific product features and enable maximum outreach.”

The brand building campaign is currently running on the MSM Network channels and will be activated across multiple youth-focused media avenues including on-air, outdoor, radio, in-cinema advertising, digital marketing, social media and BTL activities.

“The look and feel of the commercials has been specially crafted in a way that appeals to the youth, right from the graffiti art to the jingle,” added Kripalani.

The campaign leverages LIV Sports key offering to its consumers – making available quality content that is mass inclusive and not designed to cater only to ardent sports fans. The digital destination will showcase live and video-on-demand sports content, rich and informative world-class sporting data and analytics in a fun, engaging and entertaining way through games like ‘Mohit Bana Messi – Jerseyfy Me’ and ‘Pehchaan Kaun.’

Grey Digital has created the interface for the portal as well the accompanying mobile and tablet app.

“Given that most of the youth today are obsessed with their smartphones and tablets, they have all acquired the 'Me, Myself and I' tag. We tapped into this with a simple premise - if you are going to spend that much time on your devices, there's no better way to enjoy watching sports and entertainment than LIVSports.in.  It's packed in so many unique features you'll always want to spend time on it,” said Havas Worldwide executive creative director Vivek Rao explaining the creative strategy behind the campaign.

“The graffiti art is a funky visual style to depict the various features and demonstrate what you could spend your time on,” he added.

Havas Worldwide president- west and south Shavon Barua commented, “The campaign speaks to today’s ‘screenagers’; the screen agnostic youth of India who keep switching between multiple screens at ease. Since this is a launch campaign, our approach is to highlight the unique features of LIVSports.in in a creative style that the ‘screenagers’ will identify with. The premise of our story-telling expresses how LIV Sports brings the ‘screenager’s’ screen to life touching upon the aspects of engagement, personalisation and Sports-Entertainment!”

The digital surround for LIVSports is handled by Grey Digital. "LIVSports.in is not meant for just avid sport buffs, but also those who look at sports as a means of entertainment. The fun engagements on the portal will pique their imagination. The campaign will be promoted through select display and sustained use of social channels," concluded Grey Digital senior vice-president and head Sudhir Nair.