Vizeum, Posterscope put up FM musical billboards for MTV

Through the campaign, MTV offers a musical drive on Mumbai's choked roads. Tune in to 'MTV Unplugged' on special FM frequency

BestMediaInfo Bureau | Delhi | October 5, 2011

If you are stuck in traffic in Mumbai, then look out for an innovative OOH campaign of Micromax Unplugged. Vizeum India and MTV India have created an unusual combination of audio, visual and digital media in an outdoor campaign that brings musical relief to those caught on the roads.

MTV's OOH hoardings, located at prominent positions at traffic choked intersections, highlight a unique FM frequency - 90.8 FM. People walking on road, travelling in a car or public transport can tune in to the radio frequency through their car audio device or personal mobile FM. Once they tune in, they can enjoy the non-stop episodes of Micromax MTV Unplugged and listen to the eclectic mix of artistes featuring in the show.

This unique tune-in opportunity will be available through the evening drive time (7 pm – 9.30 pm) through key arterial roads in Mumbai including SV Road, Linking Road and parts of Western Express Highway. The campaign has been conceptualized by MTV and its media AoR, Vizeum India, and executed in partnership with Posterscope, the OOH arm of Aegis Media.

Commenting about the campaign, Aditya Swamy, EVP and Business Head, MTV, said, “We live in a world of 24X7 entertainment with maximum interactivity. Through this campaign, we are taking the experience of Micromax MTV Unplugged out in the streets and the mechanics are really simple. If you are on the streets in Mumbai, look out for MTV signages. Tune into the mentioned FM frequency and immerse in MTV's musical journey. Check in on FB places or foursquare to share. Shut out the traffic, switch to MTV's Unplugged music with your favourite artistes.”

On the digital side, the campaign allows commuters to check in to the MTV Unplugged experience on-the-go using Facebook places, twitter and foursquare apps. This will allow fans to share their comments with their friends on social media and interact with MTV. Unplug from the traffic noise and plug into the pure musical chords of Micromax MTV Unplugged.

S.Yesudas, Managing Director-Indian Sub-Continent, Vizeum India, commented, “The concept of surrounding Mumbai commuters with pure music from MTV's Unplugged is the framework of the media strategy and execution. 'Unplugged' in itself lends beautifully to taking MTV to a different platform from TV screens. Starting with identification of the radio frequency to the attention grabbing-innovatively executed outdoor billboards on arterial roads, ensuring visibility and tune-ins, has been a long passionate journey in bringing music to music lovers at their convenience and comfort, truly unplugged from the usual TV screens. It has the potential of driving traffic to TV screens.”

Besides the OOH campaign, MTV has associated with Jago Mumbai, a community radio station, for the OOH innovation. The on-air show has premiered on MTV on October 1 at 8 pm. The Facebook page for the show has already crossed 1.2 lakh fans.

Info@BestMediaInfo.com

Info@BestMediaInfo.com