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MUMBAI: KKK ? 3 being an unique property of Colors, single line objective was to drive SCALE and the present team at Milestone Brandcom launched the channel Colors with KHATRON KE KHILADI three years back and who knows better than them the tricks of achieving SCALE & IMPACT
13 different creative?s executed across India with different shots have ONLY demonstrated three times more fear element. Milestone Brandcom suggested two weeks plan ONLY large formats to drive IMPACT ,FREQUENCY and reach = SCALE .
Milestone Brandcom ensured even the blind person can?t miss campaign. Multiple touch points created re-enforcement is registration resulted in debut nights metro cities especially Mumbai, Delhi & Kolkata witnessed empty roads to watch the show.
The Priyanka Chopra hosted daredevil reality show has clocked 6.9 TVR in HSM Metros (Delhi, Kolkata and Mumbai). And remember initial week numbers are due to marketing promotions and as a result awareness built up. Obviously OOH being lead medium played primary role and contributed to build awareness and brought whooping 6.9 TVR which is all time high in 2010 for any channel in HSM
The medium picked up were covered all touch points right from key arterial roads to mall multiplexes to circulating areas of Mumbai to cover train and bus traffic. Mumbai itself we picked up 200 touch points , Delhi we covered length and breadth of NCR with 120 touch points and same applies for Kolkata with 55 touch points.
Everywhere we followed trade and consumer TG driven plan to remind and re-enforce them on the show audience shouldn?t miss
Other than Delhi , Mumbai ,Kolkata we covered entire hindi belts another 29 towns with dominance as a strategy and I am sure as a whole story will unfold with stronger numbers in few days.
?Our approach being dominance in audiences mind-space simply did wonder numbers tell the tale ? Says Hanoz Patel managing partner at Milestone Brandcom.
