StreetSmart (Ambient Out–of-Home Solutions), a strategic business unit of Mudra Max carried out an incredible outdoor activity for Star India Pvt. Ltd, the channel partner for the World 10k Bangalore Marathon event, on 5 June 2011.
StreetSmart was given the mandate to create a clutter breaking and unique visibility for Star Movies HD and thereby build a strong brand connect and perception for Star Movies using the marathon platform. StreetSmart used a mix of giant Cutouts, Standees and Hoarding to convey the creative message - "Hollywood Heroes in Asli HD. Cheer the Marathon Heroes".
Streetsmart identified a few major movies to be aired on Star Movies in June and created an innovation theme by deploying a series of innovative displays along the marathon route. Multiple larger than life displays were created to highlight the movies and build the brand connect and drive perceptions. These innovations were the only clutter breaking branding elements which stood out at the Bangalore Marathon.
Innovation #1: For the movie Godzilla, a gigantic 25 ft tall Godzilla display was created at the main Queen's statue junction. The Godzilla image was meticulously selected to show that he is stepping on to the road. The idea was to utilize the huge crowd of participants and create a visual illusion to portray that they are in fact scared and running away from the Godzilla.
Innovation # 2: For the movie Spiderman 3, an 8 ft big double sided 3D Spiderman display was suspended from a tree in the middle of the road facing the marathon participants.
Innovation #3: A display was created for X-men Wolverine on a hoarding. It featured the famous "Wolverine" tear mark on the flex creating an impression that Wolverine has actually done it.
Innovation #4: A series of displays were placed on the marathon route featuring 'Neytiri', the female Na'vi' from the movie Avatar. These were 6 ft tall units placed in succession at eye level just next to the marathon route generating the desired impact. All the innovations prominently carried the Star Movies HD branding and message.
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Commenting on the same, Anirudha Pawar, Group Account Director, StreetSmart, said "The Bangalore Marathon project for Star Movies HD was a great experience for us. The brief from Star Movies was to drive visibility and perception for the brand at the event, using the innovation route. We conceptualised a theme for the marathon wherein multiple innovation units were used in sync across the marathon route to achieve the desired connect and break the brand clutter. I am sure we succeeded in creating the buzz and registration for the brand. This was evident from the large number of participants posing for a photo-op in front of the innovations. We are proud to have partnered Star for this event.”
Says Saurabh Yagnik, General Manager & Sr. VP, English Channels, STAR India, “STAR Movies is a leading English movie channel and home to some of the greatest Hollywood heroes. Watching your favourite Hollywood heroes in Asli HD (Dolby sound, 1080p) will enhance the overall movie experience of our viewer. The Bangalore Marathon was a great platform for us to showcase our strength of Asli HD and cheer the real life heroes of the city through the message - Hollywood heroes in Asli HD, Cheer the Marathon Heroes. At STAR Movies, we have always been committed to engaging audiences across the country innovatively and the marathon gave us the perfect opportunity.”
StreetSmart has successfully partnered Star yet again, creating innovative presence for their most important events. The first being for Star One during the Mumbai Marathon held in January 2011 crafting Jumbo Alphabets forming the sentence "RUN AS ONE" followed by a huge Star One Logo.