MUMBAI: Sony Pictures in association with Dentsu Webchutney launched India’s first real-time programmatically propelled digital out of home campaign – for its much-anticipated latest release Spider-Man : Far from home.
Traditional OOH advertising, which is either static or pre-set to rotationally run on digital screens has now become a blind spot for frequent passer-by's due to its redundant messaging for days. Sony Pictures along with Dentsu Webchutney used its programmatic expertise to serve dynamic creatives real-time on outdoor billboards, which were triggered by weather events, to make it contextually relevant to the viewers.
In-order to familiarise the audiences with the villains (the elementals) the campaign leverages the real time weather conditions to the show Spider-Man fighting them, on an outdoor hoarding. Using artificial intelligence, changes in the weather conditions and temperature were tracked real-time on the Billboard. With every change, Spider-Man fights the relevant elementals - water elemental while the on-lookers themselves were dealing with the rains, wind elemental when the breeze raced by in clear skies, and fire elementals when the temperatures soared, all in dynamically changing motion graphic.
Sony Pictures Entertainment India (SPE India) director and head of marketing Shony Panjikaran says, "Sony Pictures Entertainment India has been at the forefront of pioneering breakthrough initiatives that engage audiences with our films in exciting ways. We are proud to have launched these innovative weather OOH for 'Spider-Man: Far From Home', as it’s going to familiarise audiences with the most unique villains in the Spider-Man Universe - The Elementals, in the most unique way possible."
“Being a legacy film with a widely recognised and favorite super hero, Spider Man, the task was to bring alive the key unique selling point for Spider Man – FFH, in an innovative way. We were able to arrive at our solution, by marrying the elementals of the film with ad-tech, to bring alive real time relevance on big outdoor spaces - not only grab attention to the motion graphic, but also bring alive the wow-factor for the film," says Dentsu Webchutney associate media director Chirag Chandiramani.
