| Title | MOVIES NOW SPECTACULAR SPIELBERG CAMPAIGN |
| Brand | MOVIES NOW |
| Product / Service | SPECTACULAR SPIELBERG FESTIVAL |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Entrant Company: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| DM/Advertising Agency: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Carlton D'silva | Hungama Digital Services Pvt. Ltd. | Chief Creative Officer |
| Kamal Amesur | Hungama Digital Services Pvt. Ltd. | Creative Director |
Since the launch of English Movie Channels in 1994, no channel ever had the opportunity to exploit all of Steven Spielberg’s most popular blockbusters. Movies Now exploited this opportunity by launching a campaign to telecast Legendry Filmmaker Steven Spielberg’s biggest blockbusters – Jurassic Park 1-3, ET, Back to the Future 1-3, Cape Fear, Twister & Innerspace. With Steven Spielberg, the endeavour was to broaden the appeal for the channel by leveraging the popularity of films created by legendry director every Thursday at 9 PM. The main objective was to have a positive rub-off of the campaign on the channel.
We conceptualized an idea, which brought to life one of the deadliest predators – The ferocious T-Rex. The Augmented Reality instantly captured the imagination of mall visitors and Steven Spielberg fans alike. The idea built curiosity among different age groups. We had also placed 2 standees which displayed an OR code. Users across the mall could flash their smartphones to scan the QR code. On scanning the code, users were directed to the official Movies Now – Hollywood in HD page. Users could then ‘LIKE’ the page and interact with other fans and stay updated with the latest Hollywood buzz.
With the Spectacular Spielberg campaign, the main idea was to challenge the status quo in the market. The strategy was to enhance the momentum of social conversation about the Spectacular Spielberg campaign. There has always been a lot of excitement around Spielberg’s famous Jurassic Park series among the Indian masses. It was time to take this excitement and craze to the next level with an innovative idea. The team decided to bring the Dinosaurs to life and make the animal interact with the audience present at malls in Delhi and Mumbai.
The campaign was an unprecedented success. The campaign not only witnessed an increase in footfalls for the mall but also gave also gave Movies Now an opportunity to increase their fanbase. With over 1100 views on Youtube, the activity became the talk-of-the-town. Around 600 photos of the users interacting with the ferocious T-REX were given away as a memento, which they’ll cherish for a lifetime.