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ACKO’s game-changing campaign with Disney+ Hotstar for ICC Men’s Cricket World Cup 2023 – Exchange4media

Amidst the exhilarating atmosphere that surrounded the ICC Men’s Cricket World Cup 2023, where India’s passion for cricket and the dedicated fandom were on full display, brands found a golden opportunity to engage with their audiences at scale through Disney+ Hotstar. ACKO General Insurance strategically integrated the platform into its approach, and crafted an ingenious campaign that not only cut through the clutter but also made a lasting impression throughout the tournament.

During the ICC Men’s Cricket World Cup 2023, ACKO leveraged Disney+ Hotstar to launch its innovative “ACKO Platinum Health Plan.” Their campaign, “Health Insurance ki Subah ho Gayi Mamu,” featuring Bollywood’s iconic duo Sanjay Dutt and Arshad Warsi in their widely popular characters of Munna Bhai and Circuit, resonated deeply with viewers, connecting them with their targeted audience.

The campaign stood out for infusing an element of fun and memorability into a typically serious topic through a clever and engaging approach. It artfully conveyed its offerings in a light-hearted yet impactful manner, showcasing industry-first features such as zero waiting period, 100% bill payment, and easy claims settlement. These aspects were tailored to appeal to modern consumers seeking hassle-free insurance solutions.

Apart from the catchy campaign, the secret to ACKO’s success can also be attributed to Disney+ Hotstar’s reach during the ICC Men’s Cricket World Cup 2023. Additionally, the tournament was also free to view on mobile on Disney+ Hotstar, adding to the campaign reach and helping them reach a wider pool of potential customers.

Associating with Disney+ Hotstar enabled ACKO to strategically target affluent audiences watching the ICC Men’s Cricket World Cup 2023 on their Connected TVs (CTV). Through clever CTV spot planning, ACKO ensured a strong presence during both India and non-India matches, effectively reaching diverse audiences. This enabled them to target a premium demographic during the high-engagement period of the tournament. Disney+ Hotstar caters to diverse audiences, and ACKO capitalized on this by adapting its creatives in Tamil, Kannada, and Telugu, ensuring their message resonated across regions allowing them to tap into a wider audience.

ACKO hit a century with this magic sauce; it witnessed a 250% surge in brand queries, a phenomenal 60X growth in website hourly traffic the first time the ad spot aired, and a 4X increase in quotes, particularly during India match days. Brand metrics also skyrocketed, with a 10% uplift in aided awareness, a 6% increase in brand favorability, and an 11% improvement in both message association and purchase intent.

Hailing the success of the campaign across all brand and business metrics, Nitin Khanna, VP-marketing at ACKO said, “The ‘Health Insurance ki Subah ho Gayi Mamu’ campaign was a massive hit among our audience, helping us challenge existing norms in the Health Insurance category with ACKO’s Platinum Health Plan. Disney+ Hotstar’s impressive Connected TV reach amongst our core TG and core markets, the ability to plan CTV spots, as well as the flexibility of running multiple creatives helped us in driving upto 400% growth in Health Insurance Quotes – especially on India’s Match Days. We witnessed significant uplifts across brand and business metrics, throughout the funnel.”

Commenting on the successful collaboration, Dhruv Dhawan, head of Ads-Disney+ Hotstar, said that Disney+ Hotstar as a platform not only delivers engaging content but also enables brands to connect with their audiences effectively.

“ACKO’s association with Disney+ Hotstar for the ICC Men’s Cricket World Cup 2023 was an exciting journey that showcased the dynamic possibilities of combining engaging content with innovative brand messaging. By leveraging the platform’s reach and targeting capabilities, ACKO not only connected with a wide audience but also achieved remarkable uplifts in brand metrics. This success story underscores the immense potential for brands to amplify their presence and impact via Disney+ Hotstar.”
The collaboration between ACKO and Disney+ Hotstar serves as a powerful example of how brands can leverage this premium platform, especially during high-visibility events.

As the world eagerly anticipates the thrill of ICC Men’s T20 World Cup 2024, which is cricket’s biggest spectacle this year, the stage is set for brands to make their mark and capture the hearts and minds of millions of passionate fans.

The upcoming ICC Men’s T20 World Cup 2024 on Disney+ Hotstar will stream for free on mobile, and promises yet another season of high-octane cricket, an engaged cricket-loving audience and brands seeking to maximize their reach, engage with diverse audiences and unlock their full potential should not miss out on this opportunity.

(This is advertorial content curated by partner team.)

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