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Zoom gets eyeballs with eye-popping outdoor creatives

Zoom gets eyeballs with eye-popping outdoor creatives

Author | Ashish Singh | Tuesday, Sep 21,2004 8:05 AM

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Zoom gets eyeballs with eye-popping outdoor creatives

The striking images of glamorous women on hoardings pouting expressions like ‘ooh-la-la’, ‘oomph’, ‘scoop’, ‘drool’ or ‘groovy’ have spelt a sensuous aura around Zoom, the entertainment channel from the stable of Bennett, Coleman & Co., Ltd. The Zoom teaser campaign was a precursor to the launch campaign with the objective of creating enough anticipation about something exciting coming one’s way.

An ecstatic Ravi Deshpande, CEO and Creative Director, Lemon, the agency that developed the creatives for Zoom’s campaign, remarked, “The feedback we have been receiving is that they are by far the best hoardings in the city till date. They stand out because of their clean look and single-mindedness. I think it's certainly breaking the category format.” He further added, “As far as the quality of the creative is concerned, it's definitely unboxed, as we had promised. The creative is simple, single-minded and sophisticated, as against being cluttered or full of information.”

 

The client was also clear about what it wanted. “We wanted to position Zoom as an aspirational, premium glamour and lifestyle channel for the upmarket, metrosexual Indian in the 15-34-year age group,” said Apurva Purohit, COO, Times Entertainment Television. She added that the group started meeting people in February 2004 and several agencies were briefed. “Lemon's work and Deshpande and his team's understanding of the channel brief got them the account.”

Deshpande remarked that his team wanted to create a buzz and energy around the brand. He explained, “Throughout the creative process the team was eyeing on for one thing which could encapsulate the feel of the channel. It was a bit tricky because glamour and lifestyle is a very broad brief. But once we decided to use the two 'O's to chisel out words around them, it seemed like a good idea for a teaser. Because, then it was performing a dual function of announcing the arrival of a new, exciting channel with words like ‘groovy’, ‘oomph’, ‘scoop’, ‘drool’ as well as strengthening the branding.”

Explained Deshpande about the teaser campaign for Zoom, “The red colour used in the logo is part of the identity. It is the colour of the two 'O's which has been carried forward to the hoardings. Highly stylish and glamorous women have been used to convey the glamour content of the channel. The words are supposed to deliver the exciting flavour of the channel. The message gives a glimpse of the personality of the channel without revealing it completely.”

While the creatives are being handled by Lemon, the media for out-of-home is being taken care of by Madison’s outdoor wing, MOMS. Print and Radio buying is being handled by Zoom Marketing (in-house). Currently, Lemon has Cadbury Delite, Cadbury Temptations, Onida ACs, Onida washing machines, Igo TV, Inox Leisure, Gili jewellery, Morphy Richards Appliances, Birla Viscose, BBC World and Zoom among its clients.

However, on the future plans for Zoom, Deshpande shared, “In future we will be looking at some innovative media and a television commercial to keep the brand salience going.” When asked to throw light upon the media billings, he replied that Zoom is a fee-based account. “In terms of media presence, I wouldn't exactly know how much they have spent. However, looking at this initiative, it is a big launch campaign.” However, Purohit says, “We are using mostly in-house media, hence we receive special packages. The primary media vehicle would be the Times Group’s media strength.”

Tags: e4m

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