Categories Name : SPECIAL AWARDS

Sub-Category : Best Integrated Media Campaign - Films/ TV Shows / News Shows / Events

Entry Name (Campaign) : boAt x Amazon miniTV PLAYGROUND - partnership for building affinity with gamers

Results

Playground S2 which was aired during from 11 Jan-26Feb’23 witnessed 5MM unique streamers and 100K+ social media mentions with boAt’s logo presence in all major promotions across print, radio, Instagram and online digital apart from Amazon.in. success of the show through metrics:

a. 5 MM unique streamers within 10 days of release
b. 8 MM Social Engagements, ~100K+ mentions within 10 days of release
c. IMDb rating of 8.5 with 2.8K+ reviews, more than 87% voters giving it a rating of 10

boAt’s integrated video Ads campaign drove 18.3MM impressions, a massive unique reach of 5.4MM with a 10% higher CTR vs category benchmarks and a VCR of 85% (better than brand benchmarks).

The objective of this campaign was to drive increase in affinity of Gamers with boat, this was measured through a Brand Lift study in partnership with Nielsen. The results showed superlative ‘top quintile’ impact across mind measures:-
o 85% Ad-recall
o 18% Awareness lift
o 88% of the respondents among those who recalled seeing the Ad associated the Key message “Do What Floats Your ----” with boat Immortal
o 23% uplift in Purchase Intent for boAt Immortal

Retail impact seen on amazon.in for boAt in the highly competitive Headphones category(Jan-Feb avg Vs March’23)
o 7% increase in branded searches
o 1.1% increase in consideration share(share of detail page views)
o 5.1% Increase in Sales revenue with a 2.1% increase in new-customer acquisition rate