Zoom undertakes high-decibel promotional activity to promote channel

19 Aug,2015

By A Correspondent

 

Close on the heels of its new brand overhaul and fresh content line-up, Zoom recently adopted a high visibility 360 marketing campaign that uses rich mix of media targeting key demographics in focus markets. As part of its marketing initiative, it has wrapped up an entire air-conditioned train – both, exterior and interior – on the Mumbai Metro line with the channel’s logo, ad creatives and colours. In addition, Zoom also put up over 200 hoardings across Mumbai, Delhi and Bangalore at prominent, high traffic zones and has activated a print campaign across 37 cities.

 

Shantanu Gangane, Head of Marketing – Times Now, ET Now & Zoom at Times Television Network said, “Bollywood is a big driver of our content mix. Zoom is recognized for providing an authentic, credible connect with Bollywood. Bollywood always towers over popular imagination; it has epic scale, and is truly larger than life. And our OOH campaign too promises to be unique and showcase innovation, our idea was to make Zoom’s marketing communication visually striking keeping in line with the complete brand overhaul and a change in the look and feel of the brand. We saw the sleek and ultra-modern Mumbai Metro train service as a great brand fit for the content and personality of Zoom, which delivers the most premium audiences to brands and advertisers.  So it is be-fitting that our brand Zoom literally rides a metro train.”

 

Five creatives for the visually striking OOH campaign were conceptualized and designed keeping in mind Zoom’s brand keywords, youth-focus and trendy content line-up by Famous Innovations. They feature the channel’s brand ambassador – Kangana Ranaut.

 

During the re-launch of the brand, the week saw innovations in trade media helping Zoom capture a high share of voice using high impact innovations in both offline and online media. Zoom designed a song and a music video which was shot by legendary international director, Harvey Brown, who specialized in larger than life musicals to amplify its brand messaging. A song was also recorded, composed by Sachin- Jigar, and sung by Anuskha Manchanda. The video, titled Hotel Zoom was unveiled on the launch day across platforms and to drive engagement on social media. The song is being promoted heavily on television, radio, social media and is also live on all pan-India telecom operators by way of Caller Ring Back Tones (CRBTs).

 

Additionally, digital media saw countdowns, live tweets, a live telecast of the launch event via Periscope, content promotions across all platforms leading to Zoom announcement trending nationally on Twitter. The hash tag for the campaign #TurnOnZoom received over 250 million impressions on Social media while more than 40,000 tweets were generated within a short-span of three weeks. There were around 6 million interactions on social media during this period. The channel, in order to engage with the internet-savvy generation, also ran a contest wherein the users were requested to sing and record Zoom Anthem on Dubsmash and post the video on Twitter, to win iPhone6.

 

As for radio, Zoom tied up with radio stations in 13 cities. These radio channels played Zoom Anthem regularly for the mentioned period.

 

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