Star Movies seeks to Bond forever with marketing push

Star Movies is leaving no stone unturned to promote its month-long festival of James Bond films throughout July – called ‘Forever Bond’. The English movie channel has rolled out an extensive marketing campaign to promote the the property.

e4m by exchange4media Mumbai Bureau
Updated: Jul 5, 2011 9:11 AM
Star Movies seeks to Bond forever with marketing push

To promote its property ‘Forever Bond’, Star Movies will roll out an, innovative and engaging campaign that will span across on-air promotions & contests, on-ground associations, widespread and digital activations and outdoor media campaign.

The entire Campaign is based on the insight that “Men fantasize to live the Bond Life for the cars, the women, the gadgets and the overall adrenaline high”. Taking from that insight, STAR Movies has created an On-AIR TVC that revolves around a regular guy who dreams and lives the Bond life from childhood. This TVC has been produced by the in- house OAP team of Star Movies and will be aired across leading TV channels all of July.

The On-Air campaign further will see an opportunity for viewers to relive the BOND experience “Mission 007”: During the 11 pm movie, everyday a unique 4-digit secret code along with a telephone number for call to action will flash on STAR Movies. On dialing the number, each participant will have to provide the secret code and will get an opportunity to relive the James Bond experience as seen in his films. Viewers stand to win Samsung mobile phones Daily and with 5 Lenovo laptops as the grand prize.

As an Outdoor Innovation, Star Movies will let passer bys in Mumbai experience Live James Bond through a hoarding. In the Live Hoardings - an actor clothed in James Bond attire will be standing in a space made within the hoarding, who will try and grab all passer-by’s attention through various activities-dancing, shooting with his laser gun, etc.

The On Ground Engagement will constitute reaching out to core TG and letting them experience the James Bond fever. Star Movies has tied-up with Hard Rock Café to celebrate the month long Bond Forever campaign across all HRC outlets in 5 cities in India - Delhi, Mumbai, Bangalore, Hyderabad and Pune.

As a part of this association, all revelers at HRC can look forward to,Special Bond martini cocktails menu, a James Bond dance by the bartenders once every night.

In terms of digital Star Movies will place interactive banners across leading portals that will allow users to register and destroy Live pages as a part of a James Bond gaming experience. There will also be an application launched which will allow viewers to drive the Bond car on web pages and use all the gadgets of the car.

Moreover, there will be constant engagement and entertainment for all James Bond and Star Movies fans through the social media platforms such as Facebook Fan Page Applications will include daily trivia such as mixing the Bond Martini, How to rock a tuxedo, How to pick up a girl in a bar, Gadgets & Gizmos, play the perfect Bond Girl, etc .There would be weekly quiz based on Bond situations to identify which Bond the user is.

Bond fans will further be treated to a host of regular Bond Webisodes such as 007 Best Sex Scenes, 007 Best Bond Villians, 007 Best Bond Gadgets , 007 Best Bond Car Chases, etc.

Commenting on the campaign, Saurabh Yagnik, GM & Sr. VP, English Channels, STAR India, said, “STAR Movies is an Expert and a leading destination for the biggest Hollywood blockbusters in India. We celebrate the spirit of the Hollywood heroes and are committed to growing the consumption of Hollywood movies here. We are proud to present a ground-breaking, modern and captivating campaign, called ‘Forever Bond’, that will not just allow audiences to be a part of this festival, but give each of them an opportunity to relive the entire Bond experience. In the past, all James Bond movies have been well received on our channel and our ratings have soared tremendously during these screenings. Hence, packaging the best of Bond for audiences is a delight and we are confident it would be a raging success for the channel. We aim to enhance experiences beyond television and are certain to capture a large share of heart of the audiences across the country.”

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