NEW DELHI: Jagran Solutions, India's leading new age marketing agency, recently did a mall activation "Are you the Ultimate Jackie Chan Fan?" aiming to find the ultimate Jackie Chan fan for Star Movies. A series of 17 movies are being aired on Star Movies this month to celebrate "The Ultimate Jackie Chan Festival".
Star Movies is searching for the Ultimate Jackie Chan fan and the winners will get a chance to meet Jackie Chan himself. The objective is to promote the festival by creating awareness and brand excitement, leading to increased viewership. Onground activities to promote the movie festival were organised in Mumbai, Delhi, Pune and Bangalore during May 29-30.
Commenting on the campaign, Ambika Sharma, COO, Jagran Solutions, said, "Jackie Chan is a brand by himself, the fan base is huge. It was great to see how quickly consumers connected with the initiative by Star Movies. What's more, it's as if they at some point in their lives did practice the Nanchaku, and the action sequences. The response was overwhelming, with each day turning into an event with large participation."
The multi-city activation programme was executed keeping in mind the huge fan following of Jackie Chan movies in India. To reach a larger audience through a planned sequence of information awareness, interaction and participation of the audience was imperative. Jackie Chan fans could also log on to Star Movies website to catch the action.
Engaging games were organised at various shopping malls in the target cities. The locations were chosen carefully keeping in mind the premium and mid-segment audience that frequently visit shopping malls. To create awareness about the film festival, direct engagement with the TG was executed by encouraging them to participate in the games.
As the target audience was primarily youth, the foremost motive of this activation initiative was to attract the imagination of young audience by organising interactive games. Keeping in mind the spirit of the action-packed festival content, these one minute interactive games demanded physical endurance like holding a brick for 60 seconds, Blind Fold Hit, Fastest with a Nanchaku, Twister Game, Coin Balancing Act, to name a few. The participants were gifted Star Movies branded goodies.
The onground engagements have clearly demonstrated the need for OOH firms to think out-of-the-box when talking to the youth. Jackie Chan has always been an iconic figure for the Indian youth, and his movies have retained their popularity over the years. Yet, it takes a well-thought out campaign to get the TG to follow a film festival of this nature, especially when there are a greater number of entertainment avenues open to the youth. Jagran Solutions has once again showcases its strengths in managing and executing high-decibel onground activities. Through this activity, Jagran Solutions is sure to have generated huge brand salience not only for the film festival, but also for the Star Movies channel as a whole.