Encompass Events Manages Experiential OOH Innovations for ICC WT20
by EVENTFAQS Bureau Entertainment | April 20, 2016 | News
Encompass Events ICC WT20
Encompass Events conceptualised and executed all ICC WT20 OOH innovations for BCCI form March 8 to April 3. This was carried out in Dharamsala, Mohali, Delhi, Kolkata, Nagpur, Chennai, Bangalore, and Mumbai. This campaign was executed right after Encompass handled the Host City Tour which ended on March 6, before the first match on the 8th.
Since this year, two tournaments, the men’s & women’s, were hosted by India, ICC wanted to pay homage to the historic locations in the 8 match cities. Encompass was entrusted with conceptualising the innovative promotional activities to create hype. The key objectives of the campaign was to spread awareness about the ICC World T20 World Cup in an innovative way using outdoor mediums, and to pay respect to the culture and heritage of India.
On the campaign, Zarav Martin, Associate Vice President, Encompass Mumbai said, “We wanted to bring WT20 into the daily lives of people in the most unexpected and unconventional way – by tapping into the cultural heritage of each city. We coloured all 8 host cities with the colours of the WT20. We coloured the lives of passionate fans with the WT20 colours.”
The agency handled the entire strategy planning, along with permission procurement for each city for a seamless and hassle free campaign. The Howrah Bridge in Kolkata, which is a landmark of the city, was lit up in magenta – the most prominent colour in the WT20 logo - for the duration of the tournament.
The city of Chennai paid a tribute to the spirit of the game with a specially sculpted sand art installation on Marina Beach.
The streets in Mcleodganj came alive with roof lights and animation arcs showcasing cricketers in action and an animation of the tournament logo.
The Bandra-Worli Sea Link in Mumbai reflected the cricketing excitement that reigns over the city with a magnificent display of the official colours of the event on the bridge’s massive pylon towers.
Mumbai’s very own Dabbawalas (lunchbox carriers) added a flavour of cricketing love to their daily delivery of lunchboxes for their respective clientele. 5000 Dabbawalas wore ICC WT20 branded T-shirts as they went about delivering 50,000 lunchboxes branded with the WT20 logo. And once the tournament entered the Super 10 stage, a contingent of 25 Dabbawalas wearing branded ICC WT20 topis (traditional Indian caps) and waistcoats added to the crowd strength for three of the matches played in Mumbai.
In Delhi, an entire metro trail was wrapped with WT20 branding. As travellers entered the metro for their daily commute, they were transported into the world of WT20.
In order to captivate the imagination of people on streets, WT20 Promo videos were projected on the main entrance façades of Forum Mall in Bangalore & North Country Mall in Mohali.
A 20ft (diameter) in-lit helium balloon branded with the WT20 logo was suspended 100ft in the air above the old VCA stadium in Civil Lines.
Brand Launches, Activations, Integrated Campaigns, Brand Experiences.. Click here for the full list of categories in Experiential Marketing at WOW Awards Asia 2016.
The campaign was conducted in the 8 match cities from March 8 to April 3, following the host city tour conducted just before.