Launched by Maxus & Affle, the branded mobile destination ‘My London Heroes’ attracted over 1Mn engagements in little over a week
BestMediaInfo Bureau | Delhi | August 9, 2012
Affle, Asia’s leading digital media company, has claimed that ‘My London Heroes’ an innovative branded mobile destination (m.mylondonheroes.com) launched by it in partnership with Maxus & Hero Motocorphas achieved huge success, delivering over one Million engagements in little over a week of the London Olympics 2012.
As a part of this campaign, Affle has created and is actively promoting a unique branded mobile destination on which Indian sports fans and followers of the London Olympics are able to access interesting, exciting& exclusivecontent related to the grand sporting extravaganza on their mobile phones. This campaign is being managed by Maxus, a leading media agency which is a part of GroupM.
m.mylondonheroes.com offers exclusive access to fanswanting to keep up with the Indian heroes participating in the Olympics. Interesting articles and videos , interviews with athletes, their momentsof glory and much more are made available in interesting sections like Hero@London, Hero Legends & Hero moments.
Commenting on this successs, Unny Radhakrishnan, National Director Maxus Indiasays, “Hero’s key target audience is male youth and this is the audience who is most passionately engaged with their mobile phones. This kind of an integrated campaign helps us reach out to this audience in a very unique way and we are very excited by the overwhelming response this campaign has been getting in such a short span of time. Being the best Indian performance ever at the Olympics has obviously ensured much greater user traction than what we had earlier anticipated to generate”
Vinod Thadani, COO, Madhouse India commenting on this association said, “Maxus has been doing some innovative work on Mobile for its brand across the regions. My London Heroes has set an example that branded content has been extended from TV to mobile creating next level of engagement with their consumers which was not possible on traditional before . Maxus and Hero are moving towards a common goal of being leaders in digital innovation and raising expectations of what mobile as a medium can deliver for industry. My London Hero has changed the way this medium was perceived of giving banner engagements to seamless continuous user interactions.
Commenting on thisSankalp Mehrotra, Regional Director, Business Development, Affle said, “At Affle, we believe in creating campaigns which seamlessly integrate technology, content and advertising to deliver advertisers’ key objectives. We have had huge success across markets in building engaging mobile campaigns around key passion points of mobile users. With ‘My London Heroes’ we have taken this much further by creating an exciting & unique experience for Indian sports fans keenly watching and following their stars at Olympics. We are also very excited by the early campaign trends of already having delivered over one million engagements and are confident of making this an even bigger success for both the fans and our valuable partners”
Hero Motocorp's spokesperson said, “Hero is a brand which has always supported the cause of Indian sportspersons across multiple sports. The Olympics is definitely the biggest sporting event and we remain confident that the Indian stars at the Olympics will win us a lot more glories this year. Through this partnership with Affle, we hope to honour the spirit and effort of our Olympians and provide a unique and engaging experience for the Indian Olympic fans. We see the mobile phone as becoming a preferred media destination for the youth and really believe that such seamless integrations of advertising & content can make this a significant communication medium for us in years to come”