Jumanji: The Next Level takes the OOH route to grab the attention of passersby
Before the launch of the movie, Sony Pictures and its outdoor agency Raya Media leveraged a 3D outdoor display to grab eyeballs
Brands have always opted for clutter-breaking, striking and eye-catching innovations to grab the attention. But a recent trend catching up is that of Hollywood movies in India using unique outdoor advertising ideas, the latest being for the new fantasy adventure comedy-drama, Jumanji: The Next Level, in Mumbai.
As part of the marketing initiative before the launch of the movie, Sony Pictures, along with its outdoor agency, Raya Media went all out on OOH. The 3D innovation gripped attention and the idea and execution generated an enormous response from passersby.
“We wanted to make sure that the communication stands out and so, OOH was the perfect medium to exercise such kind of larger than life display,” said a spokesperson from the agency.
“We at Raya Media are committed to delivering eyeballs for our clients. This particular one was through media innovation. Only 3 sites were used in the entire campaign for such creative display, each one designed to be a show stopper. It was a great example of executing a very visible campaign with minimal budgets,” he added.
When asked about spends done for this particular campaign, the spokesperson said that approximately Rs 15 lakhs were spent.
In the past, Hollywood films like Avengers Endgame, Men in Black and Mission Impossible also used OOH to interact with the TG.
Source: Anjali Thakur