Milestone Brandcom creates 'melting' billboard to promote BBC Entertainment’s 'Frozen Planet' series
Wednesday, 11 April 2012 09:00 (IST)
NEW DELHI: Leading Out-of-Home brand communications agency, Milestone Brandcom has recently executed a highly innovative, high impact, premium outdoor campaign to promote BBC Entertainment's 'Frozen Planet' series. The campaign has been executed in Delhi, Mumbai, Pune, Hyderabad and Bengaluru.
'Frozen Planet' an ambitios and 'epic in scale', ground breaking series on
BBC Entertainment portrays the great wilderness of the Arctic and Antarctic regions.
Narrated by world renowned naturalist Sir David Attenborough, 'Frozen Planet' has taken new technology to the most extreme and remote parts of our planet, capturing groundbreaking imagery as camera teams go deep under the ice into a magical world of giants, plunge into the heart of an erupting polar volcano and fly to the South Pole across the Antarctic ice cap.
The objective of the outdoor 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 campaign was focussed around the core BBC Entertainment audiences in the target cities.
Milestone Brandcom tried to bring out the 'frozen' wilderness of the Polar regions on some of the landmark outdoor billboards across cities to grab eyeballs and attention with a 'melting' billboard, surrounded with snow, and smoke dramatising the core idea of the series. The idea was to highlight the effects of climate change on the Polar regions like the Antarctic Peninsula, which has warmed significantly over the years.
Commenting on this initiative, Prashant Mishra, regional head north-OOH, said, "This landmark series needed an equally impactful messaging to the audiences, to illustrate the frozen wilds as one has never seen before, and may never see again. We devised a robust media plan to target the audiences on the go."
This campaign is another addition to a series of innovative Out-of-Home campaigns executed by Milestone Brandcom.
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