Disney Studio has made significant use of the out of home route for its forthcoming 3D movie ‘Toy Story 2’. Starcom MediaVest Group’s OOH arm Navia Asia has partnered with Disney for the campaign. Navia Asia did the thought and execution behind the innovation in close association with Disney.
Sriram Iyer, COO, Navia Asia, said, “The brief given to Navia was to create awareness about the launch of 3D movie ‘Toy Story2’. The challenge was to garner maximum eyeballs in a short period of time and with a low budget. The brainstorming session with the client helped us to crystallise a plan, which covered all the target areas and deliver a path breaking innovation.”
The campaign was targeted towards trade and families. As part of the strategy, the campaign entailed the use of selected sites in an attempt to achieve maximum spread. Various locations, across Mumbai, were booked for the campaign and one site was prepared for the innovation. The selected billboard was put out at Juhu to target both movie trade and potential viewers.
The creative highlighted the three-eyed alien character in the movie, that was made to “come alive” with the animated eye-popping dimension of the character and the ubiquitous antennae, which caught the attention of the passersby. The proximity of the campaign sites to hangout areas and educational institutions were also designed to create visibility and word of mouth for ‘Toy Story 2’.