MUMBAI: Close on the heels of its new brand overhaul and sizzling 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 gleaming, sleek air-conditioned train - both, exterior and interior -on the ultra-modern Mumbai metro line with the channel's uber-cool logo, ad creatives and colours. In addition to the Metro train-wrapping in Mumbai, 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.
Each day, the Zoom Metro train does 38 runs between Versova and Ghatkopar, taking the brand across 12 stations. The two-week long campaign, is reaching lakhs of people in the city. The number of footfalls in a Mumbai metro is estimated around 4 lakh people.
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 - one of India's best female actors and recipient of two National Film Awards, a diva with stunning good looks, an enviable style sense, an unique personality and reigning 'Queen' of Bollywood - Kangana Ranaut! The campaigns capture a different essence of Kangana and a unique brand dimension.
During the re-launch of the brand, the week saw never seen before 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 fantastic song was recorded, composed by Sachin- Jigar, the flavor of the season 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.
Zoom also conducted extensive branding in top media agencies to create buzz among the media buyers and also arranged to send surprise doughnuts on a Monday morning to sweeten their day.
