It’s mission accomplished for Star Movies, which came out with several innovations in its digital campaign – ‘Forever Bond’ – to promote the James Bond movie festival. e4m’s special Case Study takes a look at what makes this campaign noteworthy and how it was executed…
Marketer: STAR India
Brand: Star Movies (Forever Bond)
Agency: Tribal DDB
A James Bond movie festival is not a new thing. But the digital campaign ‘Forever Bond’ by Star Movies around it definitely is. The campaign has been designed by the digital agency Tribal DDB. Mobile, display, gaming and social – all have been incorporated to increase interactivity and create engagement with fans.
On the Star Movies website, a display banner asks users to put in their mobile number. Upon which, they get a call from ‘M’ (head of MI6), and by pressing a few buttons, users can shoot the webpage, use the laser beam or blow up the webpage. The banner rests on other portals such as Yahoo and Indiatimes as well.
A Facebook App on Star Movies’ fan page allows user to drive an Aston Martin around the webpage and ‘destroy’ the page when activated.
Here’s a look into the rationale behind it and why we like it.
Campaign Period: July 1-31, 2011
As their targeted audience is mostly tech savvy, English movie channels are increasingly engaging with consumers on the digital media platform using different channels – display, social, games and mobile. Social networks increase interactivity for the channels, enabling instant feedback from consumers. Every movie requires a unique campaign. James Bond is known for his charismatic ways and tech gadgets which help him fight off his enemies. Cashing in on the brand value of ‘Bond’ was the idea behind the ‘Play Bond’ campaign by Star Movies.
Saurabh Yagnik, General Manager & Senior VP, English Channels, said, “Everyone has fantasised ‘playing Bond’ at some point in time and swooned over the gadgets, the gizmos, the Car and the interesting women. We at Star Movies have provided our viewers the opportunity to ‘Play Bond’ real time.”
The dazzle, glamour and charisma of the character James Bond were the inspiration behind the campaign. Max Hegerman, President, Tribal DDB, explained, “The idea was to leverage the niche-ness and the sexiness of the ‘Bond’ property. We wanted to cash in on that and create something unique, which would be interactive in a way that people would be able to use Bond’s vehicles and gadgets.”
James Bond stands for hi-tech gadgets like the cell phone which also acts as a stun gun and fingerprint reader, to a watch equipped with an electromagnet and an Aston Martin with a cloaking device.“Gadgets are an important part of Bond movies, and how he uses them on his mission defines his personality. We created an innovative banner that gave the user the opportunity to play Bond in the digital space,” said Abhishek Das, Creative Director, Tribal DDB India.
Tribal DDB partnered with I-Reality for the execution of the app software and the mobile link and with Social Wavelength to manage the social media campaign for ‘Forever Bond’.
The seamless flow across different mediums is the reason the campaign gets a heads up from us. From logging on to the Star Movies website to putting in the number on the banner and receiving a call, and controlling the screen ahead from a mobile phone, the campaign flows along posing no frustrating delays for the users.
The Facebook app is an innovated gaming application which can be played across different webpages, allowing users to drive an Aston Martin around the screen or blow it up.
The banner got over 10,000 clicks within the first day of its release, claimed Star Movies. SV Sunilkumar, Media Head, Tribal DDB India, said, “This ‘out-of-the-screen’ experience for the user has translated into some phenomenal numbers in terms of the delivery of the campaign, which saw interaction rates as high as 4.37 per cent and CTRs of 2.34 per cent. Taking a line out of M’s book, ‘Thank You Bond, Mission Accomplished!”