STAR Movies has unveiled its new campaign for promoting the month-long film festival property, ‘Forever Bond’ in July. The channel has launched a complete 360-degree campaign, with more focus on the digital and outdoor space. The campaign has been developed by JWT India, and Tribal DDB is handling the digital campaign.
The entire campaign is based on the insight that “Men fantasize to live the Bond Life for the cars, the women, the gadgets and the overall adrenaline high.” Taking from the insight, the channel has created an on-air TVC that revolves around a regular guy who dreams and lives the Bond life from childhood. This TVC has been produced by the in-house team of Star Movies, and will be aired across leading TV channels all of July.
Commenting on the campaign for the property, Saurabh Yagnik, general manager and senior vice president, English Channels, STAR India highlighted that the property had delivered well for the channel previously. “The property was well received by the audience as well as advertisers. Hence, this year we decided to go all about to promote the film festival. We have integrated all mediums for this communication plan, along with an interactive digital campaign.”
Along with the TVC, the channel has launched ‘Mission 007’, where during the 11 pm movie, everyday a unique four-digit secret code along with a telephone number for call to action will flash on STAR Movies. On dialing the number, each participant will have to provide the secret code and will get an opportunity to relive the James Bond experience as seen in his films. The channel has also planned live hoardings, where an actor clothed in James Bond attire will be standing in a space made within the hoarding, and who will try and grab all passer-by’s attention through various activities. (i.e., dancing, shooting with his laser gun, etc).
As a part of the engaging experience and a true innovation, STAR Movies will place interactive banners across leading portals that will allow users to register and destroy certain web pages as a part of a James Bond gaming experience. An App has also been launched which will allow viewers to drive the Bond car on web pages and use all the gadgets of the car.