Home >> Out-of-home >> Article

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

25-August-2012
Font Size   16
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).

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

In a conversation hosted by COVERGIRL and creative agency Droga5, this session discussed how creators push the boundaries of creativity by giving women the power to define it

A session at Cannes Lions highlighted the importance of confidence in helping people realise their true potential

The Pandey Khandaan, as promised, was in full attendance to watch brothers Piyush and Prasoon receive top honours.