Primesite (Out-Of-Home Solutions), a Strategic business unit of Mudra Max ( Integrated Engagement & Experience) agency of the Mudra Group, witnessed enormous attention grabbing commuter’s eye balls with their creative OOH innovation executed for Cartoon Network, India’s no. 1 kids’ channel.
Cartoon Network celebrated the awesome date in the history – 10.10.10 with the regional launch of Ben 10: Ultimate Alien. To celebrate this troika of 10.10.10, the kids' channel rolled out an ultimate campaign revealing Ben’s mysterious new Ultimatrix and never-before-seen ultimate versions of his most powerful aliens.
The campaign which started on 1st October 2010 had an overriding objective to launch Ben 10: Ultimate Alien on 10.10.10. (October 10 at 10:00 a.m.) on Cartoon Network and create buzz. The outdoor campaign created by Primesite made a series of huge cut-outs of Ben 10: Ultimate Alien. The significance of this campaign was that each day the billboard had a new set of aliens been put up along with LED countdown timer leading to 10.10.10, which helped generating immense curiosity among the target audience. The enthusiasm was taken a notch higher when the cut-outs of Ben 10 with his new Ultimatrix appeared together on 9th October’10.
Ben 10 ultimate aliens were customised on a sequence of Backlit pole kiosks near the busy arterial route of Juhu. Primesite exclusively emphasised this campaign through Billboards & Pole kiosks. The innovation was executed in Mumbai covering Mahim causeway and Juhu respectively thus giving it a realistic feel.
Discussing the innovation, Mandeep Malhotra, President Max OOH said, “Innovation and creating disruption was the key focus for the outdoor campaign. Our challenge was to celebrate the unique 10.10.10 day as Ben 10 day in an innovative and effective way on the traditional OOH format – the billboard & pole kiosks."
“Cartoon Network gave hero experience to its viewers as it went ultimate with the launch of Ben 10: Ultimate Alien series on 10.10.10. Extending this experience, we collaborated with Primesite to create innovative billboards and hoardings ensuring 10 times more impact and excitement” said Monica Tata, Vice President and Deputy General Manager – Entertainment Networks, South Asia, Turner International India Private Limited (TIIPL).
Mudra Max
Mudra Max (Integrated Engagement & Experience), provides multi-speciality expertise to help buildbrands in the age of convergence. Mudra Max consists of 16 strategic business units that provide clients seamless solutions across a wide array of media touchpoints.
Mudra Max’s strategic units include: Connext (Business solutions through media), RADAR (Connecting Brands & Consumers through media), Primesite (Out-Of-Home Solutions), Prime Consult (Outdoor Environment Consulting), Prime Retail (Retail & Visual Strategy), Prime Wayfinding (Navigation Solutions),Kidstuff (Promotional Marketing), Celsius (Events Marketing), Multiplier (Trade marketing), StreetSmart (Interactive out-of-home solutions), Terra (Bottom of the Pyramid Marketing), 10 integrated (Sports Marketing), Videotec (Brands + Entertainment), Pratham (Field Force Management), Mudra Concrea (Youth Marketing) and ClearChannel Mudra (Global out-of-home solutions).
Mudra Max’s clients include Reliance ADAG, Nike, HUL, Pepsi, Aircel, ITC, United Spirits, Wipro, Reebok, Western Union, Times Group, Delhi Metro, Samsung, Castrol, Asian Paints, SAB Miller, Cartoon Network,Philips and Wrigleys among others. About Cartoon Network
Launched in India in 1995, Turner Broadcasting System, Inc.’s (TBS) Cartoon Network is the number one kids’ entertainment channel in India reaching more than 30 million viewers. Drawing from the world’s largest cartoon library of Warner Bros., MGM and Hanna-Barbera titles, the Network also showcases original series including Ben 10, Ben 10 Alien Force, Chowder, The Grim Adventures of Billy & Mandy, The Powerpuff Girls and The Marvelous Misadventures of Flapjack. In India, currently available in English, Hindi, Tamil and Telugu languages, Cartoon Network India is the first international kids’ channel to acquire 30 locally produced animated series. Recognized as the resident kids’ expert with a 360-degree presence through successful on-air and on line presence, ground-events, promotional licensing, product licensing, publishing and CD ROMS Cartoon Network continues to be India’s no. 1 kids channel. www.cartoonnetworkindia.com is India’s leading destination for kids’ online entertainment attracting close to 609,947 unique visitors and each of them spends an average of 32.63 minutes on the website. www.cartoonnetworkindia.com registers a new user to its online community every two minutes. Kids can find the largest selection of cartoon character based games, video on demand, and a community site featuring personalized avatars and message boards. (*Source: Omniture Site Catalyst, January to September 24, 2010).
