Kannada movies promoted via mobile phones using BluFi

Background
Film production houses in Karnataka were exploring to identify cost effective and attractive mediums apart from the traditional media to reach relevant target audience for movie promotions.

Communication Objective
To communicate to consumers in the target locations through a rich media experience

Challenge
To ensure the right reach to the Kannada movie fans hanging around in locations closer to theatres and in high footfall areas in Bangalore dominated by Kannada speaking denizens. To ensure high impact by delivering the key messages to consumers personal device and ensure that the movie stands out amongst the clutter of ‘outdoor' film posters.

The Media Solution
Telibrahma's BluFi solutions was customised to suit the need of the production houses and deployed at the target location in and around the city of Bangalore. The M-campaign was rolled in three phases -

Phase one: Telibrahma integrated BluFi solution on the mobile display van's, as the van travelled along the roads of the city, people in the vicinity could download wall papers, ringtones, and information related to the movie on their handsets at ‘zero' cost. The display vans were inroads of the Bangalore and Mysore cities.

Phase two: Telibrahma helped the movie banners to promote their movies at the BluFi locations maintained by Telibrahma like Shopping Malls, Shopping streets, and select locations in and around the theatre were converted into BluFi zones.

Phase three: This was rolled during the time of movie release, the film banner's were be able to provide video trailers, film reviews, around the theatre (video files where general public commenting on the movie) etc.., were delivered.

Results