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StreetSmart helps Star Movies bring James Bond to life

Executes a ground breaking innovation to promote ‘FOREVER BOND’, a month long festival on STAR Movies.

BestMediaInfo Bureau | Delhi | July 5, 2011

In the wake of the prevailing media and communication clutter in the OOH space, StreetSmart has recently executed a ground breaking innovation for STAR Movies, a leading English movie channel, which has been redefining the English entertainment category for over 16 years. STAR Movies, in the month of July, is presenting ‘FOREVER BOND’ a month long festival of action packed James Bond movies which will feature the oldest classics to the newest blockbusters every night at 11.

Star Movies wanted to build a good level of visibility and awareness for the upcoming James Bond Festival. However, it was important that the outdoor campaign is well supported with a clutter breaking innovation which would help grab the eyeballs as well as create the crucial Word of Mouth.

To achieve this objective, shunning the usual route of doing outdoor innovations, Streetsmart planned and executed a set of live billboards at the innovation hot spot of Mumbai – Mahim Causeway. The concept of LIVE Innovation has been implemented by the agency in the literal sense.

To create a new benchmark in reaching, capturing and engaging its TG, two strategically located eye-level billboards were meticulously selected on the highly crowded stretch of Mahim Causeway. Actors dressed up in the typical James Bond attire stood on a specially created platform on both the billboards. The actor would move around the hoarding making various ‘Bond’ gestures with a gun and occasionally enjoying himself with a sip of Martini.

One could observe a steady stream of surprised onlookers standing near the billboards as well as people driving past slowing down to catch a glimpse of this novel spectacle and clicking pictures with their mobile phones.

Anirudha Pawar, Group Account Director and team StreetSmart, “We are glad to have partnered Star Movies, yet again, to build visibility for their upcoming James Bond movies festival. Executing two live hoardings at the Mahim Causeway was a challenge and also a great experience. A lot of efforts and meticulous planning have gone into the execution of this unique innovation. The essence to the success was selection of the right sites to marry visibility with safety. I am happy that the innovation has come out really well and has been well received and appreciated by the people. It will definitely create the buzz and positive mileage for Star Movies.”

Saurabh Yagnik, General Manager & Senior Vice President – English Channels, “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. The attention span of the consumer towards static media is limited. Marketers, today, need to have an interactive engagement with the consumer. Our brief was to be disruptive in reaching out to the viewer with the outdoor innovation where people ‘played Bond’ live in the hoardings.

The campaign has been executed in Mumbai and Bangalore.

StreetSmart has successfully partnered Star yet again, creating innovative presence for their most important events and campaigns. The most recent being for Star Movies HD during the Bangalore Marathon held in June 2011. On the previous occasion, it was 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.

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