INTERMISSION INTERRUPTED by McCann Erickson Mumbai for Dish Tv

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ashish Chakravarty
Creative Director Mayur Hola, Sudeepa Ghosh
Photographer Gourav Verma, Ankur Mondal, Rajeev Jha
Account Supervisor Sandeep Menghi, Titash Dutta, Mayank Singh
Editor Amit Pandya
Released January 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: DISH TV
Product/Service: DISH TRUHD+
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup India)
Executive Creative Director: Ashish Chakravarty (McCann Worldgroup India)
Creative Director: Mayur Hola (McCann Worldgroup India)
Creative Director: Sudeepa Ghosh (McCann Worldgroup India)
Creative Director/Copywriter: Shikha Sud (McCann Worldgroup India)
Art Director/Photographer/Typographer: Priyanka Sabberwal (McCann Worldgroup India)
Photographer: Gourav Verma (McCann Worldgroup India)
Photographer: Rajeev Jha (McCann Worldgroup India)
Photographer: Ankur Mondal (McCann Worldgroup India)
Account Supervisor: Titash Dutta (McCann Worldgroup India)
Account Supervisor: Mayank Singh (McCann Worldgroup India)
Account Supervisor: Sandeep Menghi (McCann Worldgroup India)
Project Manager: Jeet Kalra (McCann Worldgroup India)
Project Manager: Pranav Choudhary (McCann Worldgroup India)
Cinema Advertiser: Louis Sebastian (Salvos Advertising)
Cinema Head: Sushil Jain (SRS Cinemas)
Head - Distribution/Acquisition: Girish Johar (Balaji Telefilms)
Manager Motion Picture: Kanhya (Balaji Telefilms)
Producer/Director: Puneet Sharma/Team Xebec (Xebec Films)
Editor: Amit (McCann Worldgroup India)
Media placement: Cinema - SRS Cinemas - January 9, 2012

Describe the objective of the promotion.
We had to launch DishTruHD+, an upgraded hi definition set top box technology with an additional feature, Unlimited Recording at no extra cost. This is an unmatched product offering in the market. As other players gave time-bound recording facility, at a much higher price. We had to support a campaign that relied on traditional media like press and outdoor, with an impactful idea that would generate talking points for the product.
DishTV was targeting hard core entertainment buffs who are extremely particular about their TV program or movies.

Describe how the promotion developed from concept to implementation.
We decided to give them a LIVE product demonstration. We tied up with cinemas and with consent from creators and producers of popular movies, we used the post interval movie footage as intermission commercials. Just when the audience began to trickle out for refreshments, we played the movie before time. A recording icon blinked on screen as the movie played. Just when the audience thought they had missed the movie, movie paused and a message reassured them that they had not. The movie was then rewound to the point from where the interval began, and to the audience's relief, replayed post interval.

Explain why the method of promotion was most relevant to the product or service.
DishTruHD+ is a hi definition set top box and the target audience are hard core entertainment buffs, who cannot imagine missing a moment of their favourite TV content. Cinemas seemed like the most appropriate place to get this audience to experience the new product offering, that allows them to record their favourite movies or programs. At no additional cost. Cinema also allowed us to demostrate the technology benefits to those who had not experience Hi definition set top boxes with recording feature.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The demonstration of the technology with recording icon and rewind, pause replay functions that followed gave the audience a first hand experience of what entertainment buffs could expect from DishTruHD+.
Retail enquiries increased by 42% in comparison to pre activity numbers of which 14.2% were successful conversion. The sales increased by 24% in the quarter following the activity as compared to the earlier quarter.
The return on investment calculated as a percentage of total sales in one quarter and amount invested in the activity and collateral marketing activities in the quarter was 11.8%
The DISH truHD+ microsite witnessed an 300% increase in visitors.