StreetSmart Generates Visibility For Disney XD Spider Man Live

Creates buzz and awareness about the event across Mumbai, Delhi, Ahmedabad, Hyderabad and Kolkata.

BestMediaInfo Bureau | Delhi | January 19, 2011

The friendly neighbour 'Spider-Man' recently landed in India the StreetSmart way! Disney XD brought the web slinging Super Hero to India to spin his web across five cities with 17 shows of his first-ever live performance in the country. StreetSmart, the specialist OOH arm of the Mudra Max group was entrusted the job to create buzz and awareness about the event across Mumbai, Delhi, Ahmedabad, Hyderabad and Kolkata and delivered a hugely successful campaign.

Commenting on the campaign, Anurag Gupta, CSO, Mudra Max said, “Spider-Man was restricted to comic books and silver screens. This was the first time he was coming live.  We decided to take a cult Spider-Man pose, straight out of a comic book onto the billboard. We spent a lot of time in detailing the execution so that he looks life like.  Smaller details like lighting, right-sizing the cut-out basis the height from the ground, material chosen, fantastic fabrication is what went behind making the 10-ft Spider-Man come alive in OOH.  With a limited number of such installations we have ensured tremendous footfalls at the event.”

Srikanth Sarathy, Director, Marketing, Walt Disney Television International India, said “Disney XD's Spider-Man live was an important part of our ongoing endeavour to provide kids and families unique experiences around their favourite characters and programs. The visibility garnered with the outdoor campaign by StreetSmart was an important element in delivering this experience to our audience and we were happy to see the ideas, speed and responsiveness of the team on this campaign.”

The campaign involved unique promotional strategy to create buzz around this stupendous cut out of Spider-Man. To do so, StreetSmart fabricated a 10 ft Spider-Man glowsign and installed it on a hoarding on the Mahim Causeway stretch in evening traffic. Spider-Man appeared to be sitting on the top of the hoarding and was a sure shot attention grabber. The premiumness and the great visibility of the selected sites along with well executed innovation added a 'WOW' factor to the campaign. This was the first time that a glowsign of this size was put on top of a hoarding in Mumbai.

StreetSmart chose a mix of Core Hoardings and Backlit Bus Shelters to achieve a balance between impact and reach. Multiple Spidy visuals were used to avoid repetitive displays in the city.

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