How TMA Helped Daniel Cobb Reach High-Income Indian Investors Through Cricket

Selling overseas real estate to the right audience requires more than broad targeting. For Daniel Cobb, a UK-based real estate brokerage, The Media Ant used cricket, audience data and contextual relevance to reach potential Indian investors at the right moment.

The Challenge

Daniel Cobb wanted to sell a property located close to the Kia Oval cricket ground in London. The challenge was to reach potential buyers from India and the Indian diaspora in the UK—particularly audiences with the financial capacity to invest in UK real estate.

The Objective

The campaign objective was to generate leads from high-income Indian audiences who were either looking to invest in UK real estate or were part of the Indian diaspora with an interest in the UK property market.

TMA’s Solution

TMA identified the T20 bilateral cricket series as an opportunity to reach this audience through their existing interest in cricket.

The campaign was planned around ESPN Cricinfo, placing the property in front of a highly relevant cricket audience. Income and age-based targeting were used to narrow the audience towards higher-income prospects in India.

The contextual fit was particularly strong: the property being promoted was located close to The Oval, making cricket not just an audience signal, but part of the property's own story.

Campaign Execution

The campaign ran for 14 days across match days, using banner advertising on ESPN Cricinfo.

Platform: ESPN Cricinfo
Format: Banner
Geography: India
Targeting: Age + income
Campaign Duration: 14 days, focused on match days
Objective: Lead generation

The campaign combined audience targeting with cricket-led contextual relevance, allowing Daniel Cobb to reach a focused, high-income audience without the cost of broad mass-market advertising.

Campaign Results

The campaign delivered a 0.5% CTR, with traffic showing high engagement.

What Made the Campaign Successful?

The campaign worked because the targeting was bullseye rather than broad.

TMA combined high-income audience targeting with a moment when the target audience was already highly engaged with cricket. The creative further strengthened this connection by showing the property from the cricket ground, making the location immediately relevant to the audience.

By combining the right audience + the right context + the right moment, TMA helped Daniel Cobb reach potential investors efficiently while keeping media costs focused.

About Daniel Cobb

Daniel Cobb is a UK-based real estate brokerage offering property services across London and the surrounding areas.

Media Contact:
The Media Ant
Email: marketing@themediaant.com
Website: themediaant.com

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