Zee TV creates high impact campaign for 'Fear Files'

The objective is to target non-Zee TV viewers. The channel tried its first augmented reality campaign to promote the show

BestMediaInfo Bureau | Delhi | July 2, 2012

This weekend, Zee TV entered a complete new genre in the Hindi GEC space with the launch of its new drama-documentary series, Fear Files, which brings to life real stories of people who have lived through paranormal experiences. In keeping with its differentiated content strategy, the channel executed several creative initiatives harnessing the power of print, viral marketing, ambient branding, television and DTH advertising, cinema hall promotion along with digital and social media initiatives.

For the first time, Zee TV is also using augmented reality during the first week of July to maximise engagement while following an integrated marketing approach.

Speaking on the objective of the communication, Akash Chawla, Marketing Head, National Channels, ZEEL said, “While we enter and create a new genre in Hindi GEC space, we have designed our communication to target fresh viewers who have not been the regular viewers of Zee TV. We have picked over 20 television channels including news, factual entertainment and movie channels to promote the show. In print, we did an interesting innovation with DNA along with full-page ads in The Times of India and other leading newspapers across Hindi speaking markets.”

“The biggest challenge that the marketing team had to surmount was to evoke the emotion of 'thrill' from its target audience. The show has intrigue and mystery as its core and these are the two factors taken forward in the marketing campaign. Hence, keeping in mind the primary target audience, promotions have centered on online and new media along with traditional media mix. The communication across every medium will aim to tease people with the fear of the unknown and give them a thrilling experience,” added Chawla.

In an innovative activation, Zee TV captured the audiences across malls and created an experience with augmented reality that used computer graphics and sensors. There were huge LED screens placed in these areas and people who came near the marked zone experienced something which surprised them and also created a sense of intrigue.

Online promotions were centered on giving viewers a paranormal experience rather than just telling a scary tale. Internet users were captured across various sites with captivating messages. Zee TV did a roadblock on the homepage of Yahoo.com with innovative and interactive skinning.

The channel engaged and interacted with audiences on social media platforms where users shared their own experiences by writing in stories and uploading videos. The social media activity will continue with paranormal expert, Dr Mehra Shrikhande, sharing daily tips and feedback to online users.

The DTH promotional plan has ads and promos that are being played on the top three DTH players – Dish TV, Airtel DTH and Tata Sky.

Cinema hall promotions began with the launch of the much anticipated and publicised movie, The Amazing Spiderman. Along with the promos running inside the movie hall, the washrooms carried interesting ambient branding.

Info@BestMediaInfo.com

Info@BestMediaInfo.com