Nike : publicité pour le Cricket en Inde

Une fois de plus, non ceci n’est pas un poisson d’avril, mais je tenais à vous faire part de cette dernière publicité de Nike Inde pour le cricket.
Pourquoi cette publicité? Tout simplement pour vous parler d’un sport et d’une zone dont je parle peu sur Sportsmarketing.fr à savoir le cricket et le sous-continent indien…
En ce moment, se déroule la Coupe du Monde de cricket, organisé en Inde. Il y a 2 jours, le 30 mars, l’Inde et le Pakistan s’affrontaient dans une finale avant l’heure puisque ces nations sont considérées comme les meilleurs au monde.
Pour vous donner un ordre d’idée sur l’importance de ce match, les premiers ministres des deux pays étaient dans les tribunes et l’aéroport Mohali a dû refuser l’atterrissage de jets privés par manque de place au sol… Et les premiers chiffres annoncent une chute de 75% de la productivité du pays le jour du match!! « Ce n’est plus un match de cricket. C’est presque la guerre. » dixit Sudha Natrajan, Vice Président du groupe Lintas Media.

Bref, ce match est celui à ne pas manquer et la rivalité légendaire entre les deux pays a permis aux diffuseurs de capitaliser sur cette audience captive pour faire grimper les prix du spot publicitaire à l’achat… En effet, en dernière minute, un annonceur aurait déboursé plus de 30 000€ pour 10 secondes au lieu des 5 500€ habituels. Nous sommes clairement loin des prix du SuperBowl et de la démesure du marketing sportif mais cela a suffi pour dissuader à la majorité des annonceurs de Bombay et environ… Mais pas des marques comme Volkswagen, Castrol (qui a dépensé 1/3 de son budget publicitaire annuel sur la Coupe du Monde de cricket 2011), LG Electronics et donc Nike qui ont sauté sur l’occasion pour s’acheter ces écrans publicitaires et donc une visibilité de choix.

Voici sans plus tarder la publicité de Nike…

A savoir que Nike a développé pour l’équipe de Cricket d’Inde (Team India) un programme de contenu de marque, « Bleed Blue », montrant que bleu est plus que la couleur du maillot de l’équipe mais quelque chose d’ancré au plus profond des joueurs, je vous invite à aller voir les vidéos réalisées sur nikecricket.in .

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