Challenge

Telenor Pakistan, Pakistan’s 2nd largest Telecommunications and digital service provider, worked with their digital media agency, OMD, to innovatively sell their ‘data bundle’ online during the 2019 Cricket World Cup. The team wanted to drive engagement and reach their target audience of cricket-loving, smartphone-obsessed, GenZ’s.

Solution

The team worked with Mediaocean to implement sport sync and set up a trigger-based Facebook campaign based on live moments in the World Cup. A benchmark campaign was set up to compare metrics, and first and third-party data was used to reach audiences. Triggers were set up at the League, Team and Player level to deliver cross-channel, second-screen ads synced to the cricket event of the year. By using sport sync to leverage the excitement of the match, the team was able to cut through the clutter and deliver higher engagement rates, gaining a considerably higher share of voice than the other comparable World Cup campaigns.

Results

Compared to the benchmark campaign, the trigger-based campaign drove a 122% delta increase in click-through-rate, as well as a 28% delta decrease in cost-per-reach.