Why we flew a blimp through the finals of the ICC Cricket World Cup


Offered by Freshworks

On July 14, Freshworks, the software program firm that I work for, flew a blimp over the Lord’s cricket stadium through the finals of the ICC Cricket World Cup.

Whereas it’s true to our maverick advertising character, there was far more behind it. It was a possibility to assist two causes our staff are captivated with — cricket and combating starvation.

India is a cricket-crazy nation. Additionally, we’re a world firm out of India, the place starvation is a large challenge. Starvation impacts one in 9 individuals globally, and 250 million Indians go to mattress hungry every night time — over 3 times the inhabitants of the UK, the place we flew the blimp.

This was our manner of shining a highlight on this essential challenge in a manner that’s genuine to our model.

This isn’t the primary time we have now flown a blimp. Final yr, we flew one over the Dreamforce occasion in San Francisco. And that point, we used it to attract consideration to a enterprise challenge we deeply cared about — companies have been battling clunky, bloated CRM software program that was troublesome to implement and use.

Why blimps?

One can’t deny that folks love flying objects. Drones, helicopters, mini aircrafts with messages written out in smoke… a flying object has the power to seize individuals’s consideration and get individuals to right away speak about it. And it helps goal very particular audiences. It’s an efficient approach to have interaction individuals in an vital subject, like starvation.

As entrepreneurs, there are two paths we will take. One is to unfold extensive and ensure our title is everywhere with billboards, radio adverts, TV adverts, merchandise, and so forth. This generates sturdy recall worth for the goal group as a result of they see the model and the messaging in every single place.

The opposite path to take is to have a slim focus, however go deep. For example, with the blimp, we focused a comparatively smaller viewers and the efforts have been centered on a small area. But, the influence of such a advertising marketing campaign may be greater. The objective is that the viewers is then compelled to take the decision to motion — which is what you in the end need, proper? 

Prepping for fulfillment

To achieve success, each timing and placement have to be fastidiously thought-about. Ideally, decide an occasion that’s near your organization’s character.  Then make certain to decide on a time when there isn’t something that would block the message from being seen and shared.

We might have launched our #cricket4life marketing campaign at any time as a result of the problem of meals waste and starvation is at all times related. Nevertheless, we selected to launch it through the cricket world cup as a result of cricket is one thing very near our hearts, and it offered a built-in viewers.


Thus #cricket4life was born. Its level is that cricket is life (for us) and in addition meant that cricket might present the platform to raised the lives of hundreds of thousands of struggling Indians.

It complemented our “customer-for-life” marketing campaign, which had lately launched throughout Europe. Briefly, the CSR marketing campaign was a pure extension of our ‘customer-for-life’ marketing campaign, which showcased how utilizing our software program helped firms hold their prospects for all times. In different phrases, Cricket4life was greater than only a catchy hashtag, it was genuine to our group.

Feeding India, an award-winning non-profit group, works in the direction of fixing the challenges of meals waste, starvation, and malnutrition

They repurpose additional meals from people, weddings, eating places, company workplaces and get it to individuals who have little to no entry to meals. Over the past 4 years, the group has been acknowledged by the Prime Minister of India, the Queen of England, and the United Nations World Meals Program.

Freshworks is kickstarting this partnership with an preliminary donation that gives over 100,000 meals for kids.We’ll proceed doing our half by donating extra meals from the day by day meals that we offer to our over 1800 staff within the Indian workplaces. We’re additionally asking that folks and organizations be part of us and contemplate making a donation.  Collectively, we will make a dent.

Launching the blimp

The efforts to get the blimp off the bottom (actually) took us just a few months of intense preparation. We needed to get the suitable permissions, and extra importantly choose the suitable hashtag to show on the blimp. We needed to make our love for the sport and our ardour for the trigger related. We needed to leverage language that may resonate with potential blimp spotters and do it in a manner that remained true to us as entrepreneurs. With the #cricket4life blimp marketing campaign, we expect we did simply that. It’s nonetheless a small step for an infinite drawback, and we hope we’ll all have the ability to take duty and collectively enhance the scenario.

Go deeper: For extra data on #Cricket4Life, click on right here

Arvind Parthiban is Director of Advertising at Freshworks. Beforehand, he was the CEO of Zarget. He’s an ITIL skilled and at all times captivated with soccer, beer and flicks. LinkedIn | Twitter

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