STAR CJ Alive launches outdoor innovation with revolving neon logo

By Surina Sayal , afaqs!, Mumbai | In OOH News | March 14, 2011
The channel has also tied up with Cinemax, the theatre chain, for a period of two months, to communicate its offering to audiences.

The home-shopping channel STAR CJ Alive, part of the STAR CJ Network, formed as a joint venture between the STAR Group and the Korea-based CJ O Shopping Co, is going all out to promote itself. The channel has launched an innovative outdoor campaign in Mumbai, consisting of a revolving neon sign in the shape of the channel logo at the busy Mahim Causeway.

The revolving iconic neon sign went live from March 5. It consists of an 80-foot long neon strip sign that reads, 'India's Premium Home-Shopping Channel'.

At the other end of the neon strip is a larger-than-life cut-out of a man and a woman holding a placard that reads, "India Shops at 8 pm Daily on STAR CJ alive', with a 'Good Shopping India' logo on it.

The revolving sign, the neon strip, and the cut-out are all visible to commuter traffic coming from directions like Mahim Church, SV Road/Linking Road, Worli Seaface, and Western Express Highway.

The objective of the campaign is to drive the brand salience, create an impact, and convey the brand message to the target audience. The outdoor agency that has worked on the campaign is Alive Media, while the media owner is Shlok Media.

Commenting on the outdoors, Donald Kwag, head - marketing, STAR CJ Network says, "Our brief was to hit the masses, and Shlok Media has delivered it well by doing a first -- the revolving and static brand showcase platform. STAR CJ Alive would be the first brand to own this space."

Mayur Patel, director, Shlok Media says, "We have realised that no brand can depend just on conventional media in today's cluttered market, which was why this form of unconventional media was born. Through these, brands can stand out and can get maximum mileage."

Supratik Ghosh, director, Alive Media adds, "The attention span of the consumer towards static media is limited. Marketers, today, need to engage a consumer with an interactive space."

The channel has also launched outdoors at multiple locations, as part of its recent 'Good Shopping India' campaign.

It has also tied up with 23 Cinemax properties in Mumbai, Gujarat, Nasik and Nagpur, for a period of two months to communicate their offering to audiences. A STAR CJ Alive gift voucher is being given with every couple ticket at all these properties. In total, gift vouchers worth Rs 3 lakh will be given to the theatre audiences.

The channel announced their online shopping mall, recently. It is going all out with a host of outdoor activities. It has also planned food promotions, club activities, and kitty parties. It will also offer branded products, such as Tanishq jewellery designs, which will be available exclusively through the channel.

For the record, STAR CJ Alive, with its array of around 300 select, premium-branded products in three exciting categories -- home appliances and telecommunications, fashion and skin care, and quality electronics products and other lifestyle enhancing products, reaches out to viewers in over 40 cities.

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