ZEE5 goes regional on OOH
By M4G Bureau - June 07, 2019
ZEE5, with Brandscope India, has launched a campaign to bridge the gap between regional audiences and OTT content consumption
ZEE5, a leading OTT platform, has partnered with Brandscope, the outdoor agency arm of Dentsu Aegis Network, to execute a campaign tapping regional markets and promote the concept of anywhere anytime television consumption through their video streaming platform.
The campaign is focused on communicating the offerings of popular Zee Marathi shows on the ZEE5 platform. The 15-day long campaign primarily targets existing viewers of Zee Marathi or those who have heard of the shows on the channel but find it difficult to adhere to the telecast time.
Taking a cue from Zee5’s brief of amplifying creativity and uniqueness across innovations, Brandscope put up a giant LED Scroller and a LED Mobile Screen on billboards displaying the top Zee Marathi and Zee Yuva shows on the platform. To further fuel the interest on the campaign and to highlight the message of “Shows Tumche. Velhi Tumchi” (Your favorite shows at your time) the OOH agency put up a larger than life Motorized Ticking Clock on a billboard.
Brandscope roped in Ambient, the multi-touch communications specialist and Hyperspace, the shoppers marketing agency, to ensure better visibility of the campaign. Ambient OOH created a Sword Innovation with sequential lighting for the cult show Swarajyarakshak Sambhaji as Sambhaji and his significant sword are very popular amongst Marathi speaking households. Hyperspace being the execution experts on ground, worked on bringing these innovations to life. With an aim to design a successful campaign, Brandscope India selected strategic locations of Pune and Nagpur through OOHZONE, Posterscope’s proprietary media planning tool.