With the increase in special interest channels in the television space, every channel is in the race to be different when it comes to marketing shows. To break the clutter and create noise for its upcoming show ‘Fear Factor Darr Se Takkar’, Big RTL Thrill has rolled an interesting outdoor campaign in Mumbai and Delhi – the two markets where it has entered recently.
The campaign is executed by Madison Outdoor Media Solutions in both these marketers. exchange4media’s unanimous pick for billboard of the week is this campaign because of its interesting exhibit of the promotional idea in the outdoor landscape.
Here are two reasons why we think Big RTL Thrill’s campaign deserves a special mention...
Use of multiple touch-points
The month-long campaign, which is in progress, has made innovative use of traditional medium including billboards, pole kiosks, bus panels and shelters, areas outside of railway stations, police stations and has been executed across over 300 ambient media in both cities.
The channel, apart from using traditional outdoor media, has also leveraged TV screen and cinema screens which is supported by extensive branding at over 100 cinemas in Mumbai and Delhi, McDonald’s stores, railway stations, Café Coffee Day outlets and corporate parks.
Use of impressive innovations at strategic locations
The innovations used in the campaign include cantilevers at key junctions with snake cut-outs shown curling up the pole, snake pits being created on key bus shelters – which have battery operated snakes moving inside a glass enclosure and more. Each of the innovations have been carefully planned and placed to ensure it stimulates and prompts relevant audiences to tune in and sample the show.