Brief
To create a brand positioning strategy in support of the launch on the Indian market of a new fantasy cricket app. To analyse the Indian online sports market to identify viable target audiences from which to generate a sizeable userbase and related data. To identify optimum material, campaign and channel requirements for launch and to make recommendations around suitable influencer and ambassador partnerships.
Delivery
We conducted an in-depth analysis of the Indian online sports market in order to understand suitable target audiences and how best to reach them. Our team gathered insights around the optimum app launch window and made recommendations around suitable collateral and digital launch channels. We also looked in-depth at the Indian sports and gaming influencer community to suggest effective partnerships, while leveraging our cricketing connections to recommend suitable ambassadors. Then we examined ways sport junki could gather user data in a GDPR-compliant manner, producing a plan that was central to an investor prospectus compiled by our team.
Outcome
We identified the Indian Premier League 2020 as the ideal time to launch the app and preparations are now in full swing. Champions is currently in negotiations with a number of elite and former international cricketers and Indian and UK influencers over brand partnerships. And we continue to work with sport junki, planning high impact digital campaigns with which to launch the new app in Spring 2020.