From Metro wraps, to hoardings, distributing doughnuts to its partners and Dubsmash contest,Â Zoom is leaving no stone unturned to create high visibility
BestMediaInfo Bureau | Mumbai | August 21, 2015
Close on the heels of its new brand overhaul and refreshed content line-up, Zoom has rolled out a high visibility 360 degree marketing campaign using a rich mix of media targeting key demographics in focus markets.
As part of its marketing initiative, Zoom has wrapped up an entire air-conditioned train â both, exterior and interior â on the Mumbai Metro line with the channelâs logo, ad creatives and colours. In addition to the Metro train-wrap in Mumbai, Zoom also put up over 200 hoardings across Mumbai, Delhi and Bangalore at prominent, high traffic zones and has activated a print campaign across 37 cities.
Each day, the Zoom Metro train does 38 runs between Versova and Ghatkopar, taking the brand across 12 stations. With the number of footfalls in Mumbai Metro estimated at around 4 lakh people, the two-week long campaign is reaching lakhs of people in the city.
Shantanu Gangane, Head of Marketing, Times Now, ET Now & Zoom at Times Television Network, said, âBollywood is a big driver of our content mix. Zoom is recognized for providing an authentic, credible connect with Bollywood which always towers over popular imagination; it has epic scale, and is truly larger than life. And our OOH campaign too promises to be unique and showcase innovation, our idea was to make Zoom's marketing communication visually striking keeping in line with the complete brand overhaul and a change in the look and feel of the brand. We saw the sleek and ultra-modern Mumbai Metro train service as a great brand fit for the content and personality of Zoom, which delivers the most premium audiences to brands and advertisers.Â So it is be-fitting that our brand Zoom literally rides a metro train.â
Five creatives for the visually striking OOH campaign were conceptualised and designed keeping in mind Zoomâs brand keywords, youth-focus and trendy content line-up by Famous Innovations. They feature the channelâs brand ambassador, Kangana Ranaut. The campaigns capture a different essence of Kangana and a unique brand dimension.
During the re-launch of the brand, the week saw key initiatives in trade media helping Zoom capture a high share of voice using high impact innovations in both offline and online media.
Zoom designed a song and a music video, which was shot by international director Harvey Brown, who specialises in larger-than-life musicals to amplify its brand messaging. The music has been composed by Sachin-Jigar, while the singer is AnushkaÂ Manchanda. The video, titled Hotel Zoom, was unveiled on the day of the launch of the campaign across platforms and aims to drive engagement on social media. The song is being promoted heavily on television, radio, social media and is also live on all pan-India telecom operators by way of Caller Ring Back Tones (CRBTs).
Additionally, digital media saw countdowns, live tweets, a live telecast of the launch event via Periscope, content promotions across all platforms, leading to Zoomâs announcement trending nationally on Twitter. The hash tag for the campaign, #TurnOnZoom, received over 250 million impressions on social media while more than 40,000 tweets were generated within three weeks. There were around 6 million interactions on social media during this period. The channel, in order to engage with the Internet-savvy generation, also ran a contest, wherein users were asked to sing and record the Zoom anthem on Dubsmash and post the video on Twitter to win an iPhone6.
Zoom also tied up with radio stations in 13 cities, which played the Zoom anthem regularly throughout the duration of the campaign.
Zoom also conducted extensive branding in top media agencies to create buzz among media buyers and also arranged to send surprise doughnuts on a Monday to the agencies.