BIGG BOSS INSTALLATION by Candid Marketing for COLORS Magazine

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BIGG BOSS INSTALLATION

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market India
Agency Candid Marketing
Released October 2009

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: COLORS
Product/Service: TV PROGRAM
Agency: CANDID MARKETING
Date of First Appearance: Oct 3 2009 12:00AM
Entrant Company: CANDID MARKETING, Mumbai, INDIA
Vice President: Candid Marketing (Team Candid)
Media placement: Outdoor - Mahim, Mumbai - 3rd October, 2009

Describe the objective of the promotion.
To create awareness for the Indian version of Big Brother – “Bigg Boss” Season 3 and increase tune-ins for the show while demonstrating the concept.

Describe how the promotion developed from concept to implementation
Concept - “Aap par hai Bigg Boss ki Nazar” (You are being watched by Bigg Boss). The concept was directly linked to the show format. In the show, the contestants were always under surveillance of Bigg Boss cameras. The concept of our installation was apt by keeping with the show format. Implementation: To bring the concept live, a Bigg Boss Screen –LED screen installation of 12’ X 9’ feet dimension was placed on a van (20 ft) at a height visible to the audience. The installation was tactical because it captured on-going traffic and especially traffic violators on camera (from Mahim towards Bandra and from Mahim towards town – the busiest peak office traffic roads), exactly the way the show keeps an eye on its contestants.

Describe the success of the promotion with both client and consumer including some quantifiable results
Due to such a strategic location, where there was constant traffic throughout the day, Bigg Boss screen was able to garner more than 0.3 million eye balls per day. The installation was up for 3 days. The Bigg Boss screen became the talk of the town & the show became the much awaited show of the season.

Explain why the method of promotion was most relevant to the product or service
Bigg Boss was all about contestants’ daily life being seen by the Bigg Boss through hidden cameras. The execution concept with cameras was about showing a live feed of the traffic and gave perfect synergy with the brand (Bigg Boss show) and thus was most relevant to the product.