National Geographic creates 3D innovative outdoor campaign for 'Rush'

By Nandana Das , afaqs!, New Delhi | In OOH News | August 16, 2011
The hoardings feature a three-dimensional (3D) eye-catching shark plunging out, and the tail of a 3D plane crashing into the hoarding.

In a bid to promote its new show Nat Geo Rush, the National Geographic Channel has recently rolled out an innovative outdoor campaign. The creatives of the campaign have been done by Grey Worldwide and the out of home (OOH) campaign has been executed by Pioneer Publicity.

The 20 feet X 40 feet hoardings feature a three-dimensional (3D) eye-catching shark plunging out, with the tail of a 3D plane crashing into the hoarding. Targeted at the youth, the new series is generating tremendous excitement amongst the audience for its fast-paced and thrilling content. The campaign is believed to be further fuelling the curiosity around it. The hoardings have been put up in North Campus' Bungalow Road and Defence Colony flyover in New Delhi, and Mahim Causeway in Mumbai, to grab the attention of passersby.

Speaking about the activity, Debarpita Banerjee, vice-president, marketing, National Geographic Channel Network India, and FOX International Channels, says, "The campaign is specially youth-oriented. So, the hoardings have been put up at places which involve the youth, and high traffic areas, where they will get maximum visibility."

Banerjee adds, "The youth today is on a constant lookout for excitement and adventure. At Nat Geo, we have aligned not just our programming to create content which caters to their curiosity levels, but also devised equally innovative marketing campaigns to reach out to the youth through multiple channels. The on-ground installations in Mumbai and Delhi have been grabbing eyeballs, and as a result, we are witnessing a spike in our viewership. In the near future, our viewers can expect more of such off-beat programming and marketing initiatives to keep them entertained."

The maximum challenge for the channel was to get an agency which could carry out the 3D outdoor activity and make the artwork and creatives of the hoardings as life-like as possible.

The show will be further promoted through innovative digital campaigns in the coming weeks.

For the record, Nat Geo Rush, the new series on the channel, showcases wild nature, natural disasters, science and technology and real-life incidents, and packages the most thrilling moments in a 30-minute capsule.

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