22feet Tribal Worldwide with Hero MotoSports delights biker community

22feet Tribal Worldwide, in collaboration with Hero Motosports, the motor sport division of Hero MotoCorp, has launched ‘Rally Life Navigator’ program. Aimed at the biker community, this innovative platform helps riders master rally navigation from the comfort of their home. The program is executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.

 The Covid-19 pandemic impacted all walks of life; limiting all outdoor activities, including motorsport. The campaign recognized riders’ inability to race and lead the rally life to break the monotony caused by the pandemic. Rally Life Navigator was developed on the insight that navigation is the key ingredient that makes rallying such a thrilling experience; it is also a crucial element of rally sport. In rallies, it is implemented by a road book, which helps riders navigate the treacherous terrains and reach the finish line. By identifying the integral aspects of the sport that could be implemented using digital technologies, the innovative concept was developed for an end-to-end digital rally experience.

 To deliver a seamless and user-friendly experience, a system of easily available ‘zero cost’ digital tools was assembled, which included an integration with Google Earth Pro, Rally Life Navigator web portal, Social Media and PDFs. With a start location, a pdf roadbook for the route and different terrains, the users were provided a wholesome rally experience from home.

 Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide said, “Unprecedented challenges can lead to unprecedented opportunities and that’s exactly what happened here. The sports world was crippled by the pandemic — no races, no rallies — and the Hero MotoSports team was grounded for all intents and purposes. In the midst of uncertainties, the need for some creativity was stronger than ever to give them a chance to race again! Thus was born the Rally Life Navigator. A very simple hack that sparked a whole new racing culture.”

 Rally Life Navigator was promoted in a social media campaign, which ensured that the followers were kept abreast of latest information, activities and race dates. The campaign reached over 5 million people, resulting in over 2200 registrations from motorsport enthusiasts. It garnered over 9.8 million impressions across social media platforms. 

 Agency Credits:

Creative: Balamurugan Subramaniam, Arun Thomas, Maitri Ramkumar, Shakthi Ramchandran, Shoubhik Pal, Mansoor Jamal, Janardhan Nataraj, Reshmi Ghosh, Rhitam Das, Debashish Ghosh

Business: Preetham Venkky, Ken Sekhar, Pragati Tripathi, Spoorthi Arun

Tech: Deelip Vemula, S.N. Karthik