The campaign was undertaken in an ambient location ‘Malls’ of Mumbai & Delhi making optimum use of technology for capturing the target audience. This activity was supported by Flash Mob, where group of youngsters composed fun loving music by dancing over the virtual keys of piano in mall.
“With the increasing clutter in media and communication, there is also a rise in innovative ways of reaching out to one’s desired TG. Our show promises to be a visual and melodious treat for music and travel buffs alike. It is this value proposition that we thought of bringing alive through the activation and flash mob. Instead of a simple information dissemination, such initiatives compel involvement from the TG, and make for a more memorable message, “ Debarpita Banerjee, Vice President – Marketing, Fox International Channels said.
Given the concept of the show that platforms various artist and their songs travel along to different parts of the country to collaborate with a local artist / band created an upright gel with the concept of interaction and engagement. The activation works on augmented reality, wherein the patron walks over the defined area making music on the floor at the flow of its footsteps. This created lot of surprise amongst the mall visitors as they walked by the Sensor.
“The changing out of home landscape calls for innovative ways of connecting with the consumer, as an agency that is at the forefront of innovation & technology we are glad to be associated with clients like Fox Traveler who understand and are willing to use technology in the OOH space to connect with consumers digitally & interestingly,” Haresh Nayak, Managing Director, Posterscope Group commented.
Further to above, Fabian Cowan, Vice President, Brandscope India added, “ The expanding out of home ecosystem demands that we serve solutions in an interesting, interactive and shareable manner, thereby allowing brands to become part of consumer conversations. We were privileged to be part of this activity with Fox Traveler as this exhibits our collective belief of creating and being part of immersive experiences in the out of home space”
Innovation has been essence of the company going out to promote and grab eyeballs for the brands and products generating buzz and curiosity.
Brandscope India is part of Aegis Media’s Posterscope Group in India.