Aaren Initiative engages masses with an interactive projection for STAR Plus

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 08, 2010
The new Ruby Star logo evaded people's feet at different locations, thus drawing much attention and buzz

General entertainment channel, STAR Plus recently completed a decade of entertaining, and announced its revamped logo and look on the occasion. The new logo is a 'Ruby Star'; while the channel's renewed exuberance is reflected in its communication approach, 'Rishta wahi, Soch nayi'.

To involve, inform and engage the audience with this transformation, the channel undertook a multimedia communication campaign. Outdoor, print and other media were complemented by an interactive audience experience, created by out-of-home agency, Aaren Initiative (AI).

Keeping the brief in mind, AI started with a four-layer planning process, which would help it to understand the brand, profile the TG, identify the touch points and understand the target market in greater depth. The aim was to reach out to the audience, with focus on conveying industry leadership. AI used the latest technology combined with audience interactivity for this.

The agency adopted 'Interactive Floor Projection', in which images that are sensitive to people's movement are placed at strategic locations. The technology has the potential of not only getting people involved, but also creating a strong viral effect among all target groups. At central locations, which witness high footfalls, it generates curiosity, interest and excitement.

Thus, interactive floor projection was used to place the Ruby Star logo at CST and Churchgate railway stations in Mumbai, and two prominent malls in Saket and Rajouri Garden in Delhi. For five days each at the four locations, the projection displayed the red stars; every time people tried to step on these, the stars would move, thus getting people to jump around in futile attempts to grab them.

At these venues, people stopped in their tracks, interacted, clicked photographs and enquired about this unique initiative. It also generated huge interest amongst kids, who created a mini game zone out of it.

Vivek Lakhwara, chief executive officer, Aaren Initiative shares that at CST railway station, people got so engrossed with the projection that the size of the group swelled; and eventually, the police had to be called in to disperse the crowds. "The activity has got a wonderful response. Going forward, we recommend this and other such innovative technologies to our clients."

However, for this campaign, did it make sense to use this technology at places that have such diverse audiences? Lakhwara reasons, "This interactive projection does not promote a specific programme or show; and thus, doesn't target only women, or a particular age group or SEC. Since it is about the completion of a decade for the general entertainment channel and the celebration of the same that also announces a new logo; it was important to target different audiences across different locations."

afaqs! also got in touch with technology service provider, TouchMagix, which deals in interactive projections. The company operates across 15 countries and offers two technologies: MotionMagix and MagixTouch.

While MotionMagix is a gesture and motion recognition technology used on floors and walls; MagixTouch is a glass capacitive touch screen technology, which is used to capture actual user touch on glass or acrylic surfaces.

Discussing the efficiency of such interactive projections, Anup Tapadia, founder, TouchMagix Media shares that brands such as Castrol, Nike, Reebok and Nokia have used TouchMagix technology. "These are consumer brands that speak directly to the end user, so they want to create an engaging experience between brand and consumer. This is where it works best in advertising."

Tapadia shares that the cost for renting out the technology is to the tune of Rs 25,000 per day. For maximum effectiveness, he recommends that brands take it up for a period of five to seven days.

Besides advertising, the technology can also be used at events and promotions, corporate lobbies and hotels, retail outlets and malls, conferences and exhibitions, and even in gaming.

Other interactive projection technologies include US-based GestureTek and Japan's CatchYoo.

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