On social media content, we continued redefining more and more cricketing terms. Bouncers, In-Swingers, Straight Drive, Run Out, Sledging. Every ad hit a sixer.
People instantly started speaking our language. In comments while tagging their partner. And in their posts, coming up with their own definitions and tagging us. We took the best ones and recreated them in our style, with due credits.
And finally sales. To the people who engaged with our content, we served click-to-buy ads with a delivery promise of 2 hours (or one innings), fulfilled by Grofers.
results & recognition
The campaign won a silver at India's premier advertising effectiveness awards. The only winner in a category of many big-budget integrated media campaigns against our digital-only budget.
https://www.afaqs.com/news/digital/47470_spice-up-your-love-life-with-d20-dictionary-says-durex
https://brandequity.economictimes.indiatimes.com/news/digital/durex-set-to-sex-up-cricket-this-t20-world-cup/51458299
https://www.exchange4media.com/advertising-news/durex-india-introduces-cricket-inspired-d20-dictionary-63761.html
https://www.outlookbusiness.com/strategy/trend/exploring-forbidden-territory-3628
