ISL Activation

The Apollo Half Time Show campaign centred around high-energy football freestyle halftime shows at Indian Super League matches. Prism was tasked with amplifying the sponsorship across digital media serving as creative lead.

Apollo Tyres wanted to be disruptive with their sponsorship of the ISL. To do this they teamed up with three of the best female football freestylers and combined them with a progressive contemporary dance troupe.

Our Approach:

To maximise the potential of the #ApolloHTS campaign Prism recognised the importance of giving the campaign a face, extending its reach beyond the experiential live shows.

We brought this to life through a dual stream content strategy, focusing on the freestylers:

Go the Distance – linking Apollo’s brand messaging metaphorically through football attributes.

Behind the Scenes – taking fans behind closed doors and into the world of the #ApolloHTS.

Outcome:

The campaign has been a resounding success reaching over 90 million people across social media, garnering close to 8 Million engagements.

The icing on the cake was a staggering engagement rate of over 17% on Facebook. In addition, #ApolloHTS was trending on Twitter in India for over 12 hours.

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