ICC World Cup 2011BTL activation / On ground / Live

Marketing

Match Tickets

• FOC • OTB • Additional match tickets• Hospitality

Allocation Process

• Disbursement• Auditability• Conflict resolution• Contingency purchases

Integrated Event Logos

Reliance BTL

In-stadia

• Branded cheer items at all matches as per ICC guidelines (4s/6s Placards, Thunder sticks, Umbrellas & Mini Horns)

• To ensure visibility on telecast• Agency (8848 Sports) engaged to co-ordinate storage

& distribution modalities

• In-stadia branded kiosk & wall charging units to be placed within venues

• Branded Entertainment (TBC by ICC)• ‘Reliance Cric Facts’ – activation with Cricket

facts/trivia flashed on the replay screen periodically during matches at all venues

• Reliance Blu-Fi (VAS activation with TELIbrahma)

In-stadia (Cont’d)

Miscellaneous

• Handsets & Data cards provided to ICC team• Pitched for Wi-Fi connection at Wankhade

Stadium, Mumbai (awaiting PO)

Placards

Umbrella

Thunder Sticks

T-shirts

Mini Horns

Scope of activation

Concept

For India & SL Venues

For Bangladesh Venues

• Interactive • Spectators to answer all 8 Qs correctly

to win goodies• Short Code provided by Bangladeshi vendor

Prior event activations• Reliance ICC CWC 2011 Trophy Preview

- Phase I (October 13 to 16, 2010)- Mumbai – Lucknow – Indore – Hyderabad- ICC Ambassador – Syed Kirmani & Madan Lal

- Phase II (February 04 to 08, 2011)- Jaipur – Kochi – Baroda – Coimbatore – DAKC - ICC Ambassador – Roger Binny (2 centres)

• Trophy taken on road shows in cavalcade under high security• Displayed near prominent Reliance outlets & malls• Trophy preview organized for media in presence of noted dignitaries

from cricket/sports• Extensive PR mileage in electronic & print media at all locations• Opportunity provided to local customers & trade partners to view the

trophy and wish participating teams

Reliance Trophy Preview (Phase I)

Media Releases (Phase I)

Reliance Trophy Preview (Phase II)

Cavalcade in Jaipur with branded bus

Leveraging the association

Employee engagement

• Letter from HR inviting all to Reliance ICC CWC 2011 Trophy display at DAKC (3 locations)

• Wall paper with event association (Proposed)• Countdown timer along with online match schedule

on MyWorld portal• People Connect (Feb 2011) coverage of event

MyWorld Portal (Countdown)

On-line scheduler (Screen shot)

Match Scheduler

Key Ground Visibility

• Perimeter board (Static & LED)• Ground Mats

- Behind bowler- Square of wicket

• Sight Screen• Perimeter Rope• Presentation Backdrop

Perimeter board

Ground Logo

Ground Logo – Square of wicket

Sight Screen 1 : 1

Sight Screen 1 : 2

Perimeter Rope

Presentation Back drop

PESHWA@THINKASCONSUMER.COM