MTV, in association with Vizeum India, has decided to bring some cheer to Mumbaikars stuck in daily traffic. An innovative OOH campaign designed for Micromax MTV Unplugged combines audio, visual and digital media to bring musical relief to those caught on the roads.
MTV’s OOH hoardings, located at prominent positions at traffic choked intersections, highlight a unique radio FM frequency - 90.8 FM. People walking on the road, travelling in a car or public transport can tune in to the radio frequency through their car audio (FM) device or personal mobile FM. Once they tune in, they can enjoy the non-stop episodes of Micromax MTV Unplugged and listen to the eclectic mix of artistes featuring in the show. This tune-in opportunity will be available through the evening drive time (7-9.30 pm) through the key arterial roads in Mumbai, including SV Road, Linking Road and parts of Western Express Highway.
The campaign has been conceptualised by MTV and its media AoR Vizeum India, and executed in partnership with Posterscope, the OOH arm of Aegis Media. MTV has associated with Jago Mumbai, the community radio station for the OOH innovation activity.
On the digital side, the campaign allows the commuters to check-in to this MTV Unplugged experience on-the-go using Facebook places, Twitter and Foursquare apps. This will allow the fans to share their comments with their friends on social media and interact with MTV.
Commenting on this initiative, Aditya Swamy, EVP and Business Head, MTV, said, “We live in a world of 24x7 entertainment with maximum interactivity. Through this campaign, we are taking the experience of Micromax MTV Unplugged out in the streets and the mechanics are really simple. If you are on the streets on Mumbai, look out for MTV signages. Tune in to the mentioned FM frequency and immerse in MTV’s musical journey. Check-in on FB places or foursquare to share. Shut out the traffic, switch to MTV’s Unplugged music with your favourite artistes.”
S Yesudas, Managing Director - Indian Sub-Continent, Vizeum India, elaborated, “The concept of surrounding the Mumbai commuters with pure music from MTV’s Unplugged is the framework of the media strategy and execution. ‘Unplugged’ in itself lends beautifully to taking MTV to a different platform from the TV screens. Starting with identification of the radio frequency to the attention grabbing-innovatively executed outdoor billboards at arterial roads, ensuring visibility and tune ins, has been a long passionate journey in bringing music to music lovers at their convenience and comfort, truly unplugged from the usual TV screens. But has the potential of driving traffic to the TV screens.”
The on-air show premiered on MTV on October 1, 2011 at 8 pm.