Movies Now: Outdoor Bonds

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | November 02, 2012
Movies Now has rolled out a 360 degree campaign, spending an estimated Rs 3 crore to promote its James Bond Festival. Promos are being run on 20 TV channels, while 225 out of home formats cover eight metros.

While fans of James Bond celebrate the 50th anniversary of the film franchise, the release of the latest production, Skyfall, has also coincided with Movies Now's James Bond Festival which will screen all of the 22 James Bond titles with the six actors.

To spread awareness about the programming initiative, the channel has launched a 360 degree marketing campaign that reaches out to the target audience. The total spends are learnt to be about Rs 3 crore, though the channel refused to comment on the financial details.

The series of movies will start from November 2 at 9 pm. It is also learnt that the channel had been negotiating with the production house for the rights of the 22-part series for quite some time. The licenses were cleared six months ago and the channel took the decision to launch the movie block along with the release of Skyfall.

The television campaign involves 4,000 spots in 16 channels spread across various genres and regional languages, besides the four Times Television Network channels. Print advertisements will also be carried out in The Times of India.

On the out of home platform, the channel has launched a campaign through 225 sites in Mumbai, New Delhi, Bengaluru, Kolkata, Chennai, Hyderabad, Pune and Ahmedabad. Executed by Posterscope, the campaign covers places with high footfalls.

The OOH creatives are largely based on the contest being run by Movies Now. The contest invites the audience to choose the best Bond among the six. Each of the creatives depict the pictures of two Bond actors, with the message 'Who's the Best Bond? You Decide!'

The hoardings are installed at Metro stations and other places of high congestion. The creative agency for Movies Now is BBH India.

Ajay Trigunayat

Ajay Trigunayat, chief executive officer, English entertainment channels, Times TV Network, says, "We expect the channel share to rise from the current 29 per cent to 31-32 per cent after the Bond festival ends. The special part of the series is that the same movies will be offered in HD quality to the viewers. The campaign will create further buzz about the contest and we are already getting amazing responses on our missed call voting system."

The objective behind the campaign was to multiply reach and effectiveness by targeting the holiday/festive crowd across multiple touch points in high footfall areas. The execution strategy was to leverage the out of home ambient media to tap into all formats of mall branding to capture viewers across various touchpoints.

The one-month OOH campaign started on October 27.

The contest allows the people to vote and decide who the best Bond is by giving a missed call to the number, 022-30256770 and vote for their favourite bond.

On the digital platform, the channel has put the contest tab live on Facebook and will continuously engage audiences with polls, trivia and some contests on Bond. Mobile apps have also been used for voting.

Interestingly, the channel has tied up with Cafe Coffee Day for an initiative spread across 49 outlets in eight cities. It involves a special Bond menu with six James Bond Coffees and additional branding in terms of tent cards, danglers and latte art (007 will be drawn on the drinks while serving them).

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