BBC Entertainment: Freeze frame

A frame created in the form of frozen ice was separately attached to the 30X20 feet billboard at Marine Lines, Mumbai, from which smoke was released to show the effect of melting ice.

BBC Entertainment's nature documentary series portrays the rough weather in the Arctic and Antarctic regions. The show has been taken close to the audience through outdoor innovations in Mumbai and Delhi.

To highlight the effects of climate change and in order to bring out the frozen effect at the polar regions, a frame depicting frozen ice was separately attached to the billboard. To show the melting effect of ice, smoke was released from the billboard. The billboard creative displayed an image of polar bears with a message that read - 'A world beyond imagination'.

A 30X20 feet innovative billboard with the creative was placed at Marine Lines in Mumbai, and a 20X10 feet unipole billboard was placed at Greater Kailash 2 in Delhi.

Prashant Mishra, regional head, north, OOH, Milestone Brandcom, says, "This landmark series needed an equally impactful messaging to the audiences, to illustrate the frozen wilds as you have never seen them before, and may never see again. We devised a robust media plan to target the audiences on the go."

The outdoor campaign was also carried out on traditional outdoor media such as 2D billboards, bus utility shelters and lift brandings.

The objective behind the campaign was to create awareness for the launch of the 'Frozen Planet' series to be aired on BBC Entertainment in India and to drive traffic to the channel.

The 15-day outdoor campaign was executed by Milestone Brandcom across Delhi, Mumbai, Pune, Hyderabad and Bengaluru, focussing on BBC Entertainment's audience in these cities.