Objective:
The idea was to build on the #DilDilli positioning; a brand platform that could resonate with the people of Delhi irrespective of the team’s on ground performance. Delhi is a melting pot of all cultures of India, needed a platform that the people could relate to and own as a collective.
Approach:
The primary deliverable was to give the fans a chant to cheer their team on. A chant that while being catchy should also tap a true insight about Delhi and be an incontestable truth.
Hence “Dilli Hai Dhadkega” was born, a statement that rang true about Delhi at all levels.
Integrating Dilli Hai Dhadkega across the DD assets with promos, activations and native content, the franchise was able to create a platform for the brand to engage with the fans like it had never done before. Branded merchandise, dedicated pubs and a unique Fan Army initiative were amongst the multiple channels the brand team tapped.
Result:
Right from the word go, Dilli Hai Dhadkega became a part of the city’s verbiage. The music video for the anthem, native content on social media and well-planned activations (digital & on-ground) saw the campaign propel #Dhadkega from just a brand message to a call to action that the city willingly embraced and chanted at the stadium in large numbers.
Not only was the branded content well received, the integration plans yielded results in thousands of fan-generated content that contributed to the brand’s performance and outreach, setting the tone for off-season engagement.
IPL 2018 brand story in numbers for Delhi Daredevils-
Brand Campaign:
Engagement: 70K
Total Views: 1.5 Million
Total Reach (FB + Insta): 4.85 Million
Total Impressions (TW): 270K
Total Shares: 1.8K
Social Media:
6.8 Million Fans across platforms (Growth of fanbase: Instagram – 49.76%, Twitter – 21.26%, Facebook – 6.51%) with cumulative impressions during the season crossing 300 Million
DD Website:
A total of 787,777 page views with 310,915 new users added
Team D2 Platform (www.d2.team):
More than 27,957 organically acquired fans with 6725 hours spent engaging with the platform generating 4626 pieces of fan content (Images, Videos & Sound Bytes)
