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Star Sports tells cricket fans to 'Sleep Tight' during Aussie series

Conceptualised by Lowe Lintas, the campaign highlights that Indian viewers need not miss out on sleep because of the telecast time of the India-Australia Test series, thanks to the Starsports mobile app

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Star Sports tells cricket fans to 'Sleep Tight' during Aussie series

Star Sports tells cricket fans to 'Sleep Tight' during Aussie series

Conceptualised by Lowe Lintas, the campaign highlights that Indian viewers need not miss out on sleep because of the telecast time of the India-Australia Test series, thanks to the Starsports mobile app

BestMediaInfo Bureau | Mumbai | December 24, 2014

Sleep-Tight Click on the image to watch the TVC.

Turning the focus back to cricket from the pulsating soccer season, courtesy the #SeasonIsLong endeavour, Star Sports has launched a new campaign – 'Sleep Tight' – centred on the current India-Australia Test series, which is being aired live on www.starsports.com. Lowe Lintas has conceptualised the campaign which hinges on one simple thought: The Test matches begin at 5 AM India time, which makes it difficult for fans to catch the action live. But the Starsports mobile app allows them to sleep tight and watch the match at their own time.

The campaign is another instance of Lowe Lintas – after a couple of previous attempts that were well-received – of seamless work done across online and offline.

The TVC shows young boys sleeping in peace even when they know that the match is going on, but thanks to the mobile app they are assured that they won't miss out on the action. It ends with the message: 'Matches begin Australia time. Watch them at your own time.' It highlights the seamless work done across online and offline. Both starsports.com and Starsports mobile app provide online live streaming and video-on-demand facility for the entire Australia vs. India Test Series, thereby giving cricket enthusiasts a one-stop destination to catch up on the tournament.

“While the whole world was losing sleep over the India-Australia series, we thought it would be great service for people to not be sleep-deprived and still not miss any action. The campaign captures this facet in an interesting manner, and will connect with the youth in a big way,” said Arun Iyer, NCD, Lowe Lintas + Partners.

A Star India spokesperson commented, “As the No. 1 sports destination on digital, we believe it is important to ensure fans stay connected to an exciting test series. Through this campaign, anchored by our agency partner Lowe Lintas, we urge the entire nation to 'Sleep Tight.'”

The campaign has been launched on YouTube and is also being aired across relevant television channels.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Lowe Lintas + Partners

Creative Team: Arun Iyer, Amar Singh, Akash Das, Joshua Thomas, Prathamesh Gharat

Business Team: Shantanu Sapre, Sujay K Rachh, Ujwal Heffa, Sachin Sahu

Director: Ayan Das

Production House: Full Moon Productions

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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