Thums Up intended to further establish its position as a beverage with a strong taste and reposition the commonly used term “soft drink”. They sought a solution that could deliver contextually relevant messages at scale during IPL matches and help drive the brand message of “Soft nahi, Toofan” to their target audience of tech-savvy, young, cricket fans.
Thums Up leveraged Mediaocean’s Sport Sync to trigger specific messages to run after live moments during IPL. Relevant creative variations were synced to run after coin tosses, match wins, losses, etc. This helped the Thums Up team affirm brand association and aligned with their philosophy of participating in the excitement and events their consumers care about.
The campaign overall saw success with an ad recall rate of 11%, a notable achievement against the industry’s benchmark of 7-9%. Creative contextualization proved effective with a 2x jump in click-through-rate, a 77% improvement in CPM, and a 43% improvement in cost-per-engagement.