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How Edelweiss got the whole country saying #IAmTeamIndia during the Rio Olympics 2016

  • Brand

  • Edelweiss Group is a leading diversified financial services conglomerate, and has been in existence for over two decades. Edelweiss enjoys leadership positions in most of the institutional segments including Distressed Assets Resolution, Structured Finance, Investment Banking and Institutional Equities. The group recently forayed into the retail space with Life Insurance, Housing Finance, Asset Management and Equity Broking business. Edelweiss Group has a sizeable presence through its businesses serving its 887,000 strong client base through nearly 7000 employees based out of over 200 offices in India and overseas. The Edelweiss Group has always been a sports evangelist and has had a long standing association with sports, being at the forefront of supporting the cause of sports in India.

  • Campaign

  • #IAmTeamIndia

  • Objective

  • In 2016, Edelweiss Group associated with the Indian Olympic Association to sponsor the Indian team at the Rio Olympics 2016. Edelweiss Group decided to provide medical insurance of 1 crore life cover to all the participants from the Indian team.

    With #IAmTeamIndia campaign, Edelweiss also wanted to attract attention and support to the Olympics games. It is a sad reality that Indians do not show as much support and attention to sports other than cricket. The campaign also aimed to change that.

  • Strategy

  • To spread the word as far as possible, we designed a 360° campaign that included digital marketing, print advertising, television advertising, outdoor hoardings, etc.

    The aim of the campaign was to get people to cheer for the Indian team at the Olympics. The campaign urged people to show support for the Indian Olympic team by posting their pictures and messages on social media using #IAmTeamIndia

  • Execution

  • The campaign started with a press conference to announce the 1 crore medical insurance that was provided to the Indian team by Edelweiss group. The press conference was attended by the goodwill ambassador Salman Khan, IOA officials, athletes like Mary Kom and Edelweiss representatives.

    The first phase of the campaign was the launch of a video message featuring Saina Nehwal. The video had the badminton player talking about how every sportsperson participating in the 2016 Rio Olympics has struggled hard to be where they were.

    To show their support, people were requested to share their messages and pictures on social media using #IAmTeamIndia. They could also show their support by giving a missed call to a given number or by sending an SMS or a Whatsapp message.

    The video campaign was followed by the Edelweiss Olympic Anthem. The anthem was created with the purpose of having an anthem that the whole country could chant to show their support for the Olympics team.

    Along with the Edelweiss Olympic Anthem, an Ebook was also released which tells the Indian team to ‘Go fearless, entire India is with you.’ The Ebook was handed over to Mr. Rajesh Shah, IOA Chairman Edelweiss Group, at the official send-off held in Delhi. It was during the same time that the anthem was released.

    The campaign was supported by print ads, television ads, outdoor hoardings, promotions at malls and at schools for children, and media coverage by various newspapers.

    The Olympic Anthem was played on radio across 8 cities. The video was played in cinemas across 9 cities.

    Sports quizzes were conducted for over 135 students in various schools and the winners were given sports merchandises, laptops and a chance to meet the Olympians. The mall activation engaged more than 2000 people.

    Olympic led contests were conducted for our customers, channel partners and employees where the winners were given exciting prizes including tickets to Rio to attend the Olympics.

  • Result

  • The campaign did exceptionally well on all media platforms. The video message staring Saina Nehwal received support from around 3mn people, in form of messages on social media, missed calls, SMS and Whatsapp messages.

    As part of the Ebook promotions, people were asked to post pictures of themselves holding the #IAmTeamIndia placard in their hands. The campaign received over 3 lakh pictures and over 3 million interactions in the form of shares and comments on social media.

    The campaign also managed to garner support from current Olympians like Saina Nehwal, Tintu Luka, Saardar Singh, Gagan Narang, Abhinav Bindra, past Olympians like Geet Sethi, Prakash Padukone and celebrities like Shilpa Shetty and R Madhavan.

    #IAmTeamIndia was trending number 1 on Twitter multiple times. Overall, the campaign received 213Mn impressions and engaged around 4 lakh people.

    The campaign was a massive success and helped Edelweiss accomplish its mission in creating awareness and support for the Indian Olympics team at the Rio Olympics 2016.

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