One of the most popular beer brands in India, Bira 91 wanted to highlight its association with the largest cricketing event in the world - the ICC Cricket World Cup, in an impactful manner.
In order to position the brand as the perfect accompaniment to enjoy the cricket match, it was imperative to engage users with a relevant and interactive ad that ran during the match timings only. Using real-time cricket API, mCanvas created and executed two ads that were triggered in real time when a six was scored and when a wicket was taken.
When a six was scored, the mobile-led ad dynamically displayed the current score, along with an animation of a ball being hit out of the stadium. On the other hand, when a wicket was taken, the campaign engaged users by instructing them to tilt their phone forward, to take a wicket. Both campaign variants shared a common closing screen that showcased the brand’s messaging, along with a CTA ‘Know More’, that directed users to the brand's landing page, where they could watch match highlights, learn more about official screenings, and purchase official merchandise.
"We wanted to align the promotion of our product with the ICC World Cup. By partnering with OMD Worldwide and mCanvas, we could venture into the use of innovative technology on mobile which reached users in a creative, yet timely manner. We are grateful that our concepts have been positively received in the industry."
"There’s immense opportunity in the market to create engaging ads. The real-time data that was used in the Bira 91 campaign created an impactful association between the brand and the ICC World Cup. We are ecstatic that the dynamic creative was awarded with this outstanding award."
