Mumbai: Set against the thrilling backdrop of the crucial India vs New Zealand ICC Men’s Cricket World Cup 2023 semi-finals, Swiggy yet again leveraged a highpoint of the game with the most appropriate moment marketing strategy.
Capturing the essence of the nail-biting match, Swiggy teaming up with Havas Media India executed a TV-based moment marketing innovation, strategically timed during Virat Kohli's pursuit of his 50th Century.
As Kohli achieved this historic milestone, Swiggy launched a moment of marketing communication on TV channels declaring, “History has been delivered, shall we deliver the sweets?” This contextual aston was strategically placed on prominent news channels in key regions like Hindi speaking markets, Maharashtra, Karnataka, Tamil Nadu, West Bengal, and more. Optimising news channels as the medium ensured the message reached audiences at the precise moment when the breaking news was unfolding.
Swiggy general manager Jijo Thomas said, “Capturing & 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 & amplified. There are times when everything falls into place, being able to time to perfection & etch your brand with an iconic global sporting & 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.”
Talking about the innovation, Havas Media India South president Saurabh Jain stated, "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 fervor has been groundbreaking, and we look forward to continuing this success in the years to come."