01
MUMBAI: Navia, the OOH arm of Starcom Media Vest Group added yet another feather to its cap with its awareness-campaign for the launch of the 3D movie ‘Toy Story2‘ from Disney Studio highly which is acclaimed as one of the most popular animated features of all times.
As part of its strategy, the campaign entailed the use of chosen sites to achieve the maximum spread and create an impact with a limited budget. Key sites across the city were booked for the campaign and one site was prepared for the high visibility innovation. The selected billboard was put out at Juhu to target both movie trade as well as potential viewers.
The creative was adapted to highlight the three- eyed character as the Protagonist and execute a not-to-be-missed innovation by making the alien character come alive, what with the animated eye-popping dimension of the character and the ubiquitous antennae which caught the attention of passersby. The proximity of the campaign-sites to hangout areas and educational institutions also ensured high visibility and word of mouth for ‘Toy Story 2‘.
