Zoom's Big Outdoor Push

By afaqs! news bureau , afaqs!, New Delhi | In OOH News
Published : August 19, 2015
As part of its marketing initiative, Zoom has wrapped an entire air-conditioned train - both, exterior and interior - on the ultra-modern Mumbai metro Versova-Ghatkopar line.

Close on the heels of its new brand overhaul and a fresh content line-up, Zoom recently adopted a high visibility 360 degree marketing campaign that uses a rich mix of media targeting key demographics in focus markets.

As part of this marketing initiative, it wrapped up an entire air-conditioned train - both, exterior and interior - on the ultra-modern Mumbai metro line (plying the Versova-Ghatkopar route) with the channel's logo, ad creatives and colours. In addition, Zoom also put up over 200 hoardings across Mumbai, Delhi and Bangalore at prominent, high traffic zones and has activated a print campaign across 37 cities. The creatives have been conceptualised by Famous Innovations.

Each day, the Zoom Metro Train does 38 runs between Versova and Ghatkopar, taking the brand across 12 stations. The two-week long campaign, is reaching lakhs of people in the city. The number of footfalls in a Mumbai metro is estimated at around 4 lakh. The brand has taken to various modes of OOH promotions like doughnuts being offered to partners and giving away iPhone6 through a Dubsmash contest by means of this 360 degree creative campaign.

Shantanu Gangane

Shantanu Gangane, head of marketing - Times Now, ET Now and Zoom at Times Television Network, says, "Bollywood is a big driver of our content mix. Zoom is recognised for providing an authentic, credible connect with Bollywood. Bollywood always towers over popular imagination; it has epic scale, and is truly larger than life. Our idea was to make Zoom's marketing communication visually striking keeping in line with the complete brand overhaul and a change in the look and feel of the brand."

Five creatives for the visually striking OOH campaign were conceptualised and designed keeping in mind Zoom's brand keywords, youth-focus and trendy content line-up by Famous Innovations. They feature the channel's brand ambassador - one of India's best female actors, recipient of two National Film Awards,and reigning 'Queen' of Bollywood - Kangana Ranaut. The campaigns capture a different essence of Ranaut and a unique brand dimension.

During the relaunch of the brand, the week saw never-seen-before innovations in trade media helping Zoom capture a high share of voice using high impact innovations in both offline and online media. Zoom designed a song and a music video which was shot by legendary director, Harvey Brown, who specializes in larger-than-life musicals to amplify its brand messaging.

A song was recorded, composed by Sachin-Jigar and sung by Anuskha Manchanda. The video, titled Hotel Zoom was unveiled on the launch day across platforms and to drive engagement on social media. The song is being promoted heavily on television, radio, social media and is also live on all pan-India telecom operators by way of Caller Ring Back Tones (CRBTs).

Additionally, digital media saw countdowns, live tweets, a live telecast of the launch event via Periscope, content promotion across all platforms - the announcement trended nationally on Twitter. The hash tag for the campaign #TurnOnZoom received over 250 million impressions on social media while more than 40,000 tweets were generated within a short span of three weeks. There were around 6 million interactions on social media during this period. The channel, in order to engage with the internet-savvy generation, also ran a contest wherein the users were requested to sing and record Zoom Anthem on Dubsmash and post the video on Twitter, to win iPhone6.

Zoom tied up with radio stations in 13 cities. These channels played the Zoom Anthem regularly during the period. Zoom also conducted extensive branding in top media agencies to create buzz among media buyers and also arranged to send surprise doughnuts on a Monday morning to sweeten their day.

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