A 3D ‘Avatar’ for Movies Now’s OOH push

A closer look at the channel’s combination of hoardings and branding in retail outlets and theatres for the movie ‘Avatar’

e4m by exchange4media Staff
Updated: Aug 25, 2012 4:00 AM
A 3D ‘Avatar’ for Movies Now’s OOH push

The out of home (OOH) medium has always been a key channel for media owners such as broadcasters to connect with their viewers. While a strong burst of a campaign comprising hoardings and billboards can attract attention to any property depending on the sites and spots chosen, the big challenge for broadcasters and other media owners is how the OOH media can be made more engaging for its consumers.

An interesting case study was recently seen in what Movies Now had done for James Cameron directed ‘Avatar’ that the channel had aired on Independence Day.

The channel had carried out an extensive outdoor campaign across Mumbai, Delhi, Kolkata, Bangalore and Chennai with 3D illusion layout that provided life-like simulation in a bid to bring alive the experience of ‘Avatar’.

But the channel had also reached out to the youngsters across 50 Café Coffee Day outlets and 19 PVR Cinemas through branding. The channel also ran a digital campaign where Hollywood was turned into Navi Land.

Movies Now had conducted the activity for several weeks before the airing of Avatar on the channel on Independence Day. What had stood about the campaign was a strategic push to potential viewers using various OOH channels, and supporting it with a digital push.

It was earlier the Hindi movie channels that used to be make a buzz using the outdoor for the promotion of first time telecast of popular blockbuster movies. It is interesting to see how English movie channels are keenly looking at interesting outdoor media options in their media plans. Apart from innovating at the traditional media level channels are going high on investing in advertising in the retail space.

Movies Now, recently created a high definition experience as part of the pre promotion campaign for the telecast of Avatar in the outdoor landscape.

The campaign was rolled out in five prime markets Delhi, Mumbai, Kolkatta, Bangalore and Chennai. The campaign was executed by Madison Outdoor Media Solutions (MOMS).

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