Two months post its official launch, English movie channel WB Turner is out with a marketing campaign, aimed at building awareness and aspiration around the brand. The campaign targets 15-44 years SEC AB, young, urban, metro. It will leverage all platforms including outdoor and digital to maximise visibility and brand salience with the target audience.
WB campaign creative duties were handled by M&C Saatchi; the campaign media planning and buying was done by OMD for mass media; Ogilvy Activation for outdoor and Interactive Avenues for digital.
Elaborating further on the campaign, Monica Tata, Vice President and Deputy General Manager - Entertainment Networks, South Asia, Turner International India, informed, “The media vehicles used in the WB campaign include an outdoor campaign with never-seen-before creative treatment that makes it outstanding amongst the clutter. There is unique indoor branding rendition in leading multiplexes and other vantage points across key metros, and the digital campaign will encourage interactivity and engagement.”
She added, “The WB campaign covers 50,000 sq.ft hoarding space, 20 million banner impressions and engagement at coffee shops, multiplex chains, DVD rental services, book stores, health clubs, branded lounges amongst others.”
Sumantra Sengupta, CEO, M&C Saatchi, said, “People often quote their favourite lines from their favourite movies. It is a measure of a true film buff. We used this insight to underscore the commonality between the consumer and the channel – the shared love for Hollywood.”
Tata explained more on why the two-month wait before kicking off the marketing of the channel. She said, “The campaign launch timing was a part of our launch strategy. We had evaluated the opportune time, and this time period seemed fit to break the clutter.”
For Tata, WB’s “uncluttered” on-air packaging and innovative programming, which is a blend of movies and series, makes it a premier destination for all Hollywood enthusiasts. She said that this proposition was reflected in the marketing campaign, which is designed to evoke curiosity amongst the ardent Hollywood followers, as well.
Tata added, “WB marketing campaign presents the iconic WB shield in its full glory epitomising everything that is Hollywood. Ingrained in the campaign are the brilliant moments and dialogues that would add to the delight of a true Hollywood fan. The overriding message of ‘shared loved for Hollywood’ has been seamlessly interwoven across mediums in the WB campaign. On the mass media platforms, it would help us build imagery. In the below-the-line space, it will allow Hollywood aficionados to have a dialogue with the brand in the form of interactive communication.”
Tata informed that the distribution of the channel was in place now with WB available in 13 million C&S homes, including digital and DTH platforms such as Dish TV, Sun Direct and Big TV. She also explained that WB targets key advertisers who see synergies with a brand like WB and a network like Turner. WB advertising format will include ad-spots as well as sponsorship for key franchises for clients. WB also sells the digital platform via its interactive website www.itsonWB.com that is dedicated to Hollywood fans.