Continuing its rich tradition of providing clean and wholesome entertainment to its viewers Zee TV, the flagship channel of Zee Network had lined up a series of four television premiers of Blockbuster Bollwood films along with a string of four family and relationship oriented shows to be conspicuous amongst the daily bombardment of sops and reality shows.
The Out of Home campaign for Zee TV’s imposing program calendar was created and executed by RoshanSpace Brandcom: a Mumbai based Out of Home communications specialist proficient in creating exclusive brand activation experiences via OOH.
A highly professionally and systematically managed, RoshanSpace cuts through to a new opening in OOH media campaign management, transparency, logistics, planning and implementation. Dictating fresh terms and bringing in a method to amplify the power of OOH media.
The OOH strategy aimed at creating an unprecedented buzz at the same time a seamless flow of eight campaigns, one campaign to another and with a three of them running parallel over a period of 46 days.
The message had to be conveyed to a vide spectra of the target group comprising the middle income family audience to the upper crust. 132 prominent sites across the city were a visional delight. Brand presence was imprinted through iconic media on roads with bumper-to-bumper traffic at landmark locations, thereby achieving visibility and clarity.
As the IPL's current season concludes on May 26th 2013, all General Entertainment Channels (GECs) are launching new shows wooing their viewers back home. Zee TV having led the pack with its Dance India Dance (DID) - Super Moms to be launched on June 1st a weekend show and Hum Tum Connected from 3rd June to be aired five days a week (Monday to Friday) at 10 pm. The perfect indicator of the accomplishment of the campaigns is that it has provoked all the channels in the genre to bring the channel wars out to the streets (on OOH Medias).
“The challenge to merge campaigns for totally diverse TV shows was indeed intriguing” says Junaid Shaikh Managing Director – RoshanSpace Brandcom. He goes on to add "Confident that the Indian niche viewers have evolved and their attitude and outlook run parallel to the international TV audience. They would surely appreciate the factual reality show, ‘Hum Tum Connected’ the Indianized version of the show Connected a hit in Europe and Asia. The stratagem was to target this precise cluster and at the same time proclaim to Mumbai city that an international show has come to town”.
To ensure the success of the campaign the entire team: client servicing, market research, strategy, media planning, buying and activation functioned like a sole entity, formulating a ground-breaking and extremely cost effective OOH solution, launching 8 campaigns at the investment of 6. A special mention of the activation team being on high alert 24X7 ensuring the process was rolled out and achieved within the set timelines with tremendous troubleshooting enterprise keeping tab and making sure all the 132 sites are kept available. Another remarkable fact is that the agency was successful in delivering 98% of the Media plan which was signed off by the client a month before that start of the campaign.
With the campaign Zee TV achieved the objective of creating rapid awareness over a very short time span in an ambiance where there are infinite options cajoling to get the viewer's attention.
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