Star Wars goes out­doors

Outdoor Asia - - Indian Update -

Pop­u­lar English movie chan­nel ‘ Movies Now’ has brought the trend­set­ting movie ‘Star Wars’ on tele­vi­sion for the In­dian au­di­ence which gets show­cased ev­ery Thurs­day at 9 pm dur­ing March and April. The iconic movie de­served an ap­pro­pri­ate mar­ket­ing plan to pro­mote the se­ries and so Movies Now se­lected var­i­ous touch-points across dif­fer­ent cities like Mum­bai, Delhi, Ban­ga­lore, Kolkata, Chen­nai and Hyderabad. The chan­nel uti­lized the OOH plat­form to de­liver a clut­ter break­ing mar­ket­ing plan. For this, Movies Now launched a high deci­bel out­door cam­paign us­ing the char­ac­ters of the movies in var­i­ous touch­points such as bill­boards and park­ing lots in malls to cap­ture the at­ten­tion of passersby. In the park­ing lots, cut outs of the Star Wars char­ac­ter Mas­ter Yoda, and his light sabers have been placed as the bar­rier in the key malls of Mum­bai and New Delhi. The idea was to tar­get rel­e­vant plat­forms and en­sure high vis­i­bil­ity and cre­ate an im­pact like never be­fore. Along with the vanilla cam­paign, high im­pact in­no­va­tions were also ex­e­cuted to sup­port the high fre­quency out­door com­mu­ni­ca­tion. Tie-ups were also done with Café Cof­fee Day to en­able out­reach to the youth across all eight met­ros. The out­door cam­paign was ex­e­cuted by Poster­scope agency

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