StreetSmart helped Star Movies create a bang for AVATAR

Executed the OOH campaign across Mumbai, Delhi and Bangalore for the premier of Avatar on the small screen.

BestMediaInfo Bureau | Delhi | August 24, 2011

On 14th August, Star Movies pulled off a coup bringing the greatest movie of the decade, 'AVATAR', to the small screen for the very first time. India's leading English movie channel has introduced a new benchmark in captivating and engaging viewers across the country. StreetSmart was given the mandate to plan and execute the OOH campaign across Mumbai, Delhi and Bangalore.

Star Movies wanted to build dominating visibility and good awareness for the upcoming movie telecast across the three cities. To achieve this impact, it was important that the outdoor campaign is well planned and ably supported with clutter breaking innovations to help grab eyeballs and achieve crucial Word of Mouth publicity.

StreetSmart implemented various smart innovations across the city to highlight the creative and ensure quick registration and effectively grab attention. Three type innovations were planned, designed and implemented by StreetSmart:

Innovation 1: A special Na'vi Face creative was used at the Bandra Sealink Junction. Parts of the face were made to glow in the night using special light effects.

Innovation 2: Huge, larger than life cut-outs of the Na'vi hero Jake Sully were put up as a part of an integrated display on a mobile van. The creative was specially designed by the Mudra Max-OOH design team keeping in mind the media vehicle and the available display space.

Innovation 3: A huge cut-out of the Na'vi hero mounted on a dragon was installed at the Mahim Causeway. Special light effects were used to prominently highlight the display making it an attractive sight while breathing lights were used to highlight the movie name.

Anirudha Pawar, Group Account Director, & Team StreetSmart said, "AVATAR was a Big Ticket movie premiering on Star Movies and it was important to create an equally big impact on ground to highlight the telecast. The media deployed by StreetSmart was meticulously selected after thorough planning to optimize visibility and impact. Smart Innovations were planned and executed through core large format sites, to effectively bring out the grandeur of the movie. Team StreetSmart is proud to partner Star yet again for this important campaign and we thank Star for keeping the faith in us."

Saurabh Yagnik, General Manager & Senior Vice President – English Channels, Star India, said, “Star Movies, India's No. 1 English Movie channel and an expert on Hollywood premiered the Movie of the Decade, Avatar this Independence weekend. Avatar which showcases the greatest fight for freedom was a tribute to India's independence this year and we were proud to reach a larger set of audiences in the country, through a simulcast in Hindi on Star Plus. As always we created an innovative and truly engaging 360 degree campaign for the launch. The outdoor campaign was a visual delight with a giant 22 feet Navi characters from the movie and a huge neon lit Dragon on hoarding sites. This activity grabbed instant eyeballs and captivated the audience, which led to a very successful word of mouth and viral buzz. Avatar was truly a heroic success on STAR Movies.”

StreetSmart has successfully partnered Star yet again, creating innovative presence for their most important events and campaigns. The most recent being in July for Star Movies wherein Live Hoardings were executed in Mumbai featuring actors dressed up and acting like James Bond. On the previous occasion, it was for Star Movies HD during the Bangalore Marathon held in June 2011 and 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.

Info@BestMediaInfo.com

Info@BestMediaInfo.com