Pix has embarked on a 360-degree campaign – ‘Big Break’ – that encompasses on air as well as off air promotions involving radio, outdoor, print , online and on ground activities. The campaign’s objective is to take consumer engagement to the next level. MediaVest is the media agency behind this campaign.
In line with the target audience for the campaign, 40 per cent of the campaign spends have been allocated to digital medium, 20 per cent to television, 30 per cent to print and 10 per cent to radio.
In sync with its tagline, ‘Hollywood is Here’, Big Break invites viewers to send in a 1 minute video clip of themselves enacting a Hollywood scene of their choice. These entries will be reviewed by a team appointed by Pix and 10 selected applicants will be flown to Mumbai.
“The winner will be chosen on the basis of the uniqueness of the clip. We will be treating the winner like a celebrity and giving him/her the red carpet treatment. With the ingress of digitisation we want Pix to become a ‘must have’ channel, we want viewers to feel committed to Pix,” said Sunder Aaron, Assistant Vice President and Business Head, Pix.
The winner will star in a promo for Pix, which will also air on other channels in the bouquet, including SAB and Sony. The promotion on television and print for ‘Big Break’ is slated to run for a couple of months, supported by on ground activities in key metros as well as promotions in colleges, with simultaneous radio promotions. The social media campaign includes a ‘Big Break’ application created for sites like Facebook and others.
Pix is confident that this initiative would go a long way in creating a dialogue with the viewer and strengthen brand recall.
Speaking to exchange4media, Himmat Butalia, Marketing Head, Pix, said, “Our short film contest three years ago garnered a great response, which gave us the idea of ‘Big Break’. The difference is today’s youth have no time to make a short film, which is why we are inviting one minute clips in keeping with our target audience. An initiative like this is being undertaken for the first time by a channel in our category.”
“The older audience are set in their ways of thinking , whereas the younger viewers are more open to experimenting and are constantly looking for the X factor and enjoy initiatives such as these,” noted Aaron.