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.
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.
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).