Fear Factor goes fearless on OOH

BIG RTL Channel, along with MOMS agency, developed an innovative campaign for their new reality show named Fear Factor-DARR SE TAKKAR. Target specifically at male audiences of 15-44 ages, the campaign was planned to bestow the real essence of the show to entice the audience. Therefore the campaign was designed with some astonishing creative; also motions were given to the creative to make the campaign more surreal. Innovations included cantilevers at key junctions with snake cut-outs shown curling up the pole, snake pits being created on key bus shelters – which had battery operated snakes moving inside a glass enclosure and more. A month long campaign was seen across Delhi and Mumbai on various formats.              
 
“The campaign is engaging and goes with a very simple message inviting audiences to overcome their fears, led by our key show Fear Factor- Darr Se Takkar. The idea and the innovation are to excite the common man, who takes the public transport to work, is highly aspirational, and, this far, has been restricted with limited options of his choice, when it comes to entertainment on television. We are confident of getting a similar response in Mumbai and Delhi as received in Uttar Pradesh from both audiences and marketers alike, said Sunil Kumaran, Business Head, Regional TV, Reliance Broadcast Network .             
 
The idea behind the innovations was to create something eye-catching, where people would stop and watch rather than just passively engage with the creative. In addition, the channel and the show needed to create a shock value to capture the male target audience without any miss. Talking about the creative, snakes were the ideal choice of the brand, given the fear it creates and bus stops and cantilevers made for the best nodal points.
 
With an aim to make the campaign visible all across the cities, the brand utilised different formats innovatively including billboards, pole kiosks, bus panels and shelters, areas outside of railway stations, police stations and has been executed across over 300 ambient media in both cities. While hoardings were employed to act as impact elements, cantilevers and bus stops were utilised to add the frequency. Also BQS and railway stations also acted as stops for higher congregation of viewers.  
 
Apart from OOH activities, some on-ground promotional activities were brought into the action, where the channel  engaged with TV screen and cinema screens supported by extensive branding at over 100 cinemas in Mumbai and Delhi, McDonalds stores, Railway Stations, Café Coffee Day outlets, buildings, offices and more. 

Speaking about the challenges, the brand shared that while planning and executing was easy, maintenance was a difficult task. The issue came up when people tried to take the snakes’ home due to the curiosity aroused by the campaign. However, the strong packing and daily rounds ensured that the site wasn’t vandalized. The brand spent lot of efforts in monitoring the quality of the execution.  However, the reality show received great response which created tremendous impact. Even the ratings testify the power of outdoor campaign filled with innovation!