Milestone Brandcom creates melting billboard for 'Frozen Planet'

The idea was to highlight the effects of climate change on the polar regions in order to draw attention to the series on BBC Entertainment

BestMediaInfo Bureau | Delhi | April 10, 2012

Milestone Brandcom has recently executed an OOH campaign for 'Frozen Planet', a nature documentary series which had premiered on February 27 on BBC Entertainment. Ambitious and epic in scale, this ground-breaking series portrays the great wildernesses of the Arctic and Antarctic regions.

The objective was to create awareness for the launch of the 'Frozen Planet' series to be aired on BBC Entertainment in India and to drive traffic to the channel. The OOH campaign was focused around BBC Entertainment's audience in Delhi, Mumbai, Pune, Hyderabad & Bangalore.

Milestone Brandcom tried bringing out the frozen wilderness of the polar regions on some of the landmark outdoor billboards across cities to grab eyeballs with a melting billboard surrounded with snow, and smoke. The idea was to highlight the effects of climate change on the polar regions, like the Antarctic Peninsula which has warmed significantly over the years.

“This landmark series needed an equally impactful messaging to the audience to illustrate the frozen wilds as you have never seen them before, and may never see them again. We devised a robust media plan to target the audiences on the go,” said Prashant Mishra, Regional Head North – OOH, Milestone Brandcom.

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