WPP owned marketing services agency G2rams recently rolled out an experiential marketing initiative for electronics brand Philips.
Philips has launched its new range of LED TVs in India under PE Electronics, a new business unit that brings together Philips and Electrolux as a single entity under a unique brand licensee agreement. One of the new launches includes the Cinema 21:9 3D LED Pro, which aims to usher in a new category in the premium TV market.
To bring out this feature of high definition cinema-like experience at home, G2rams created a mini theatre at High Street Phoenix to showcase the cinematic experience.
The HD mini theatre installation had a capacity of 12 seats. An emcee attracted crowds, introducing Cinema 21:9. She also announced the show timings and the number of tickets left for each show. As interested shoppers approached the promoters, they were asked to fill up a form and answer a few questions. Based on the answers and the interaction with the emcee, shoppers and passersby were selected and tickets were given for the next available show. Product information was provided via two routes - the emcee as well as through handouts.
Discussing the 'movie hall', Rachna Khanna, vice-president and branch head, G2rams Mumbai, tells afaqs!, "We provided comfortable seating with a complete movie going experience - proper show timings, box office, ushers to guide to seat numbers, dim lighting and so forth. Ushers also served popcorn snacks and soft drinks, while commercials were screened before the start of the movie. In short, all that goes into reconstruction of a movie theatre experience. We also showcased a 3D movie, providing the audience with 3D enabled eye glasses."
The Cinema 21:9 installation showcased six Parallel Lines films. Parallel Lines is a campaign consisting of a series of six short films produced by the famed Ridley Scott Associates (RSA). The campaign by Philips selected a single unifying theme and challenged RSA directors to submit treatments for a short film in a genre of the director's choice, of which the ground breaking six were selected.
The films explore the most popular genres of filmmaking, including drama, action, animation, sci-fi and thriller, and were shot on location in Uruguay, London, Moscow, China and South Africa.
The idea was to demonstrate that whatever content is watched, only Philips TVs' Ambilight technology and superior sound can recreate the best cinematic viewing experience at home.
Neeraj Sethi, chief operating officer, Philips Televisions, PE Electronics, says, "Through this activation, we aim to reach high-end Indian consumers who love movies and would appreciate enjoying an unmatched cinematic experience in the comfort of their homes. To bring this alive, we have created an entire movie hall experience for our customers."
The mini theatre premiered in Mumbai on December 10 and was showcased till December 12.Currently, G2rams is in the process of expanding the same to other malls in Mumbai. By January, it plans to expand this to Delhi and Bengaluru, too.
For the record, G2rams delivers 360 degree BTL (below-the-line) solutions across corporate events, trade marketing, promotions, retail exhibits, conferences and special events. Its clients include Hero Honda, VW, Chevrolet, Fiat India, PepsiCo, STAR TV, Vodafone, BlackBerry, Shell, Reebok and Pernod Ricard.