1. ICC World Cup 2011
BTL activation / On ground / Live
Marketing

2. Match Tickets
• FOC
• OTB
• Additional match tickets
• Hospitality

3. Allocation Process
• Disbursement
• Auditability
• Conflict resolution
• Contingency purchases

4. Integrated Event Logos

6. Reliance BTL

7. In-stadia
• Branded cheer items at all matches as per ICC
guidelines (4s/6s Placards, Thunder sticks,
Umbrellas & Mini Horns)
• To ensure visibility on telecast
• Agency (8848 Sports) engaged to co-ordinate storage
& distribution modalities

8. • In-stadia branded kiosk & wall charging units
to be placed within venues
• Branded Entertainment (TBC by ICC)
• ‘Reliance Cric Facts’ – activation with Cricket
facts/trivia flashed on the replay screen
periodically during matches at all venues
• Reliance Blu-Fi (VAS activation with
TELIbrahma)
In-stadia (Cont’d)

9. Miscellaneous
• Handsets & Data cards provided to ICC team
• Pitched for Wi-Fi connection at Wankhade
Stadium, Mumbai (awaiting PO)

10. Placards
Umbrella
Thunder Sticks
T-shirts
Mini Horns

13. Scope of activation

14. Concept

15. For India & SL Venues

19. For Bangladesh Venues
• Interactive
• Spectators to answer all 8 Qs correctly
to win goodies
• Short Code provided by Bangladeshi vendor

23. Prior event activations
• Reliance ICC CWC 2011 Trophy Preview
- Phase I (October 13 to 16, 2010)
- Mumbai – Lucknow – Indore – Hyderabad
- ICC Ambassador – Syed Kirmani & Madan Lal
- Phase II (February 04 to 08, 2011)
- Jaipur – Kochi – Baroda – Coimbatore – DAKC
- ICC Ambassador – Roger Binny (2 centres)
• Trophy taken on road shows in cavalcade under high security
• Displayed near prominent Reliance outlets & malls
• Trophy preview organized for media in presence of noted dignitaries
from cricket/sports
• Extensive PR mileage in electronic & print media at all locations
• Opportunity provided to local customers & trade partners to view the
trophy and wish participating teams

24. Reliance Trophy Preview (Phase I)

26. Media Releases (Phase I)

27. Reliance Trophy Preview (Phase II)

28. Cavalcade in Jaipur with branded bus

29. Leveraging the association

30. Employee engagement
• Letter from HR inviting all to Reliance ICC CWC 2011
Trophy display at DAKC (3 locations)
• Wall paper with event association (Proposed)
• Countdown timer along with online match schedule
on MyWorld portal
• People Connect (Feb 2011) coverage of event

32. MyWorld Portal (Countdown)

33. On-line scheduler (Screen shot)

34. Match Scheduler

35. Key Ground Visibility
• Perimeter board (Static & LED)
• Ground Mats
- Behind bowler
- Square of wicket
• Sight Screen
• Perimeter Rope
• Presentation Backdrop

36. Perimeter board

37. Ground Logo

38. Ground Logo – Square of wicket

39. Sight Screen 1 : 1

40. Sight Screen 1 : 2

41. Perimeter Rope

42. Presentation Back
drop

43. PESHWA@THINKASCONSUMER.COM