Hero Motosports, a division of Hero MotoCorp, has launched the ‘Rally Life Navigator’ program. The platform helps riders master rally navigation from the comfort of their home; it was executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.
Aimed at breaking the monotony brought on by the pandemic, the innovative concept was developed to provide an end-to-end digital rally 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 goal was to provide a user-friendly rally experience from home.
“Unprecedented challenges can lead to unprecedented opportunities and that’s exactly what happened here,” said Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide. “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.”
Promoted in a social media campaign, ‘Rally Life Navigator’ reached over 5 million people, resulting in over 2200 registrations from motorsport enthusiasts. It garnered over 9.8 million impressions across social media platforms.
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