National Geographic premieres ‘One Strange Rock’

National Geographic channel, known for its geography, cartography and exploration content, has come up with a new documentary show called ‘One Strange Rock’ which presents the astronauts’ view of the Earth. While working on the promotional marketing strategy for the show, the channel decided upon an OOH campaign for the show.

MOMS Outdoor Media Solutions agency which handled and executed the campaign was briefed to design the communication using innovations that attract the undivided attention of people. The high impact campaign was launched in Delhi and Mumbai.

As per the brief, the agency ideated 3 breathtaking creatives depicting three different innovations showcasing harsh cosmic arenas of the planet earth, such as, volcanic eruption, Arctic iceberg and Amazon Rain Forest:

• Volcano – A 2ft volcano cutout & jut-out protruding from the billboard/unipole was crafted, with the volcano vent was blowing out smoke, created by smoke machines wherein red spot lights added a dramatic effect to it. LED lights were used to create the flowing lava.
• Amazon Rain Forest: The agency brought a piece of the Amazon Rain Forest onto the billboards, with a protruding arch of the gigantic trees amidst soft mist. Again, smoke machines were used to create the haze.
• Artic iceberg: A tiny ship against a humongous piece of floating Iceberg was mounted to exhibit the stark contrast of the magnanimous creation of nature against the tiny man-made invention. A cut out was created to showcase the enormity of the iceberg.

Along with the innovations, the media plan aimed at delivering a high impact campaign for which the agency also created cluster branding using back-to-back sites that featured the 3 innovations.

Commenting on the campaign, Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said: “When we have got this opportunity to plan for such a beautiful campaign of NGC, the immediate thought came to mind was ‘Let’s create something visually disruptive!’ When you have to plan for a TV channel talking to a particular set of audience, placement of media plays a very important role and we at MOMS always make sure that we spend enough time on deciding whom we are taking to and we do the media deployment as per the TG-specific area. Keeping the brand imaginary in mind we not only conceptualised but also executed the innovations that can drive the desire impact and generate a buzz along with word-of-mouth publicity amongst the TG. We are extremely happy that the innovation has delivered the kind of result the client was looking for and we certainly look forward to this fruitful and long association with NGC.”