The professional football league launched an OOH innovation in Goa to attract the attention of football lovers during the Hero Indian Super League 2015(ISL) finals.
If cricket in India enjoys the top status in the sports arena, football is a close second. Its popularity as a sport has been growing over the years, which is reflected in the manner it is played and even advertised today. With the aim to promote football on a larger scale, The Indian Super League was formed with eight teams in 2013, a follow-up to the I-League, established in 2007.
The Hero Indian Super League 2015 commenced on October 3. Its final match was played at the Jawaharlal Nehru stadium in Fatorda, Goa, in which Chennaiyin FC defeated FC Goa by 3-2.
This year, Hero Indian Super League 2015 interacted with football enthusiasts in a unique manner by partnering with Kinetic India, an outdoor agency, to create an artistic sand art installation at Goa's Candolim beach. A local sand artist from Goa was roped in to create a replica of the cup that was meant to be handed over to the winning team. The structure measured 25 feet in diameter, and took 48 hours to be created. It was on display from December 16-20, during the Hero Indian Super League (ISL) finals.
Commenting on the activity, Somnath Sengupta, national creative director, Kinetic India, says, "The aim of the sand art structure was to create something different during the Hero Indian Super League finals, which we anticipate, should become the talk of the town and grab eyeballs. Through this activity, we targeted tourists, as well as football-loving Goans within the age bracket of 16-55 years. Goa is full of football lovers, and hence, we decided to come up with this innovation there and it helped, of course, that Goa was the venue for the finale."
The activity created a buzz on social media, with people taking selfies and sharing posts by getting clicked with the sand art installation. The activity comprised of only one sand art structure. No branded merchandise was created or distributed among the football enthusiasts, as the brand wanted to make a subtle statement with the activation.