In collaboration with 22feet Tribal Worldwide, Hero Motosports a division of Hero MotoCorp, has launched the ‘Rally Life Navigator’ platform for the biker community who can now fight for supremacy with other motorsport enthusiasts while sitting on their couches at home. Hero Motosports is a cross-functional team of experts dedicated to racing.
Following the disruption of the rally life of motosport enthusiasts in the wake of the pandemic, Hero Motorsports has developed Rally Life Navigator as an end-to-end digital rally experience based on the insight that navigation is the key ingredient that makes rallying a thrilling experience.
To deliver a seamless and user-friendly experience, a system of easily available ‘zero-cost’ digital tools was assembled, which included integration with Google Earth Pro, the Rally Life Navigator web portal, social media, and a set of PDFs. With a start location, a PDF roadbook for the route and different terrains, the users have been provided a rally experience within the confines of home.
Talking about the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide, which is part of the DDB Mudra Group, 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 via social media, with updates on activities and race dates. The campaign reached over 5 million people, resulting in over 2,200 registrations from motorsport enthusiasts. It also garnered over 9.8 million impressions across social media platforms.