Along with the conventional outdoor campaign, the agency deploys a smart innovation in Delhi and Mumbai.
BestMediaInfo Bureau | Delhi | July 21, 2011
Sixteen people, One Dance Adda, Three Deans, One Big Dream Dance. That’s Footloose - The latest reality show from Channel [V]. StreetSmart has recently executed an outdoor campaign for the launch of Footloose in Mumbai and Delhi.
The purpose of the campaign is to announce the launch of Footloose. Keeping in mind the brand image and perception, StreetSmart has planned the campaign using core sites at selective location heavy on the TG presence.
Apart from the conventional campaign, StreetSmart has deployed a smart innovation in both the cities. These have been executed on the innovation hot spots of the two cities – Mahim Causeway and Okhla Flyover. The locations have been selected by the agency due to their strategic importance as well as the type and volume of traffic that they command.
As a part of the innovation, two front lit billboards in Mumbai and Delhi have been converted into backlit billboards. This is something which is rarely done in a day to day outdoor campaign. A special printing technique has also been used to highlight selective portions of the creative at night while the billboard lights are switched off. A moving dancer figure has been installed on the billboard and the dancer is seen rocking a chair as a part of his dance move. In fact the dancer’s image conveys the essence of the show – spectacular as well as contemporary.
The biggest challenge in the deployment of the innovation has been the incessant and torrential rains which have lashed Mumbai during the last week. However, the same has been well executed continuing the trend of smart innovations by Mudra Max.
Watch the innovation here:
Anirudha Pawar, Group Account Director – StreetSmart said, “Mudra Max has been on the forefront when it comes to adding that extra oomph to the outdoor campaigns through innovative use of media and available techniques. Channel [V] has launched a unique dance reality show and we are happy to be selected as the OOH partners to create awareness for the launch. The strategy has been to deploy and build impactful visibility at selective locations in both the cities and top it up with a smart innovation at a key location. The response has been very positive. Team StreetSmart wishes Channel [V] all the success for the launch of Footloose."
Prem Kamath, General Manager Channel [V], said, “As a youth brand, we have always approached marketing campaigns in as novel a manner as possible. Outdoor as a medium has tremendous reach potential and our attempt was to garner maximum eyeballs and spread awareness of the property. This innovation has enabled that and we are confident that it will create an impression in the minds of viewers and will impact viewership positively.”
StreetSmart has successfully partnered Star yet again, creating innovative presence for their most important events and campaigns. The most recent being for Star Movies for their Bond Forever Campaign earlier this month where in it created two live hoardings at the Mahim Causeway garnering huge eyeballs and appreciation for the innovation. On the previous occasion, it was for Star Movies HD during the Bangalore Marathon held in June 2011 and earlier for Star One during the Mumbai Marathon held in January 2011 wherein jumbo alphabets reading “RUN AS ONE" followed by a huge Star One Logo were created garnering a huge visibility and WOM for the brand at the event.