Sportz Village Xp

Client Brief

Czech car maker Skoda Auto has a network in 54 cities across India and aims to double it by 2021 eyeing a 3% market share until 2023. Skoda India is determined to position itself as a mainstream brand by improving brand awareness and accessibility.

An innovative sports experience format to influence the end customer
The brand needed to reach the decision-maker and the influencer in a unique way. The defined objective was to create and deliver a large-scale sporting event that ultimately boosts dealership visits and sales inquiries throughout the activity.

Idea

A unique cricketing format to engage young cricketing stars with their parents
Our strategy was simple: build Skoda’s association with India’s most loved sport - Cricket. Skoda Single Wicket tournament was conceived to be a one-of-a-kind talent scouting program for aspiring cricketers. The format was designed to give an equal opportunity to all participants in a six-ball cricket game to be played between two players alternatively, thus a participant is not dependent on the team’s performance. Throughout the journey, the families of the participants accompanied them and were actively engaged in the making of cricketing winners.

Execution

Focus cities: 50 cities PAN India with Skoda dealership
Target participants: Under 12 & Under 14 from A & A+ category schools
Tournament structure:

  1. All participants demonstrate their skill set to an independent panel in the ‘City Trials’
  2. The top eight performers from each category advanced to the ‘City Finals’.
  3. The ‘National Finale’ between 100 shortlisted individuals was held in Mumbai
  4. Prize money of ₹ 10 lacs, ₹ 5 lacs and ₹15,000 was awarded to the national champions, the runners up and every ‘City Winners’ respectively.

Result

Skoda Auto becomes part of the journey of a budding cricketer along with their parents owing to a stronger brand affinity

  • 60K+ students from 955 schools in 50 cities were reached, out of which 23K+ registered
  • One-on-one brand interaction with parents of each participant
  • Hike in footfalls at dealerships with approx. 20% turning
  • Avg. 23 on-ground sales inquiries/city generated

Sportz Village Xp

Activation & Experiential

  1. Bengaluru

Services

Clients

Category Experience

Employees

1-10 Employees

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