Category: Best Use of Ambient Media: Small Scale
Advertiser: GOOGLE
Product/Service: MEDIA SERVICE
Media Agency: MAXUS INDIA, Gurgaon, INDIA
Business Group Head: Arpan Priyamvada (Maxus)
Client Leader: Eeshita Ghosh (Maxus)
Managing Director: Ajay Mehta (Interactive)
Group Head: Shantanu Mittar (Interactive)
General Manager: Mausumi Kar (Maxus)
Management Trainee: Sukriti Sood (Maxus)
Media placement: Cinema Flyer - Cinemax - 09-Dec'11 Onwards
Media placement: Cinema Flyer - Fun Cinemas - 09-Dec'11 Onwards
Media placement: Cinema Flyer - Big Cinemas - 09-Dec'11 Onwards
Media placement: Cinema Flyer - Fame - 09-Dec'11 Onwards
Insights, Strategy & the Idea
In India, people usually scan newspapers or dial helpline services for utilities and services that are local in nature. They don’t use Google search.
We required a mindset shift. We needed to demonstrate the ease and convenience of using Google mobile for accessing information anytime, anywhere.
People take everyday things for granted. However, even a slight change in the regular can shock consumers to take notice. We decided to shock people at the “moment of truth” when they are actively involved in offline local search.
To demonstrate ease of Google search for movie session times, we removed the most critical element from the cinema schedulers, placed at the cinema hall counters - the movie session times!
This was the “moment of truth” for the cinema goer who had come to watch movies. He picks up the cinema scheduler and finds the showtimes missing. It is only through Google Mobile search that he can get the movie times.
Creative Execution
To trigger search of movie times on Google through mobile it was essential to remove a critical element connected with this local search itself - the movie times!
In India, people on the go find out movie times through printed cinema schedulers that are distributed by cinema chains across all their cinema hall counters from where movie tickets are sold.
During the holiday season, when footfalls at movie halls are at their peak, a shock awaited movie-goers who visited the halls where we demonstrated our “moment of truth” insight.
In a first-ever, for an entire month in 6 metros across 4 different and large chains of multiplexes (Cinemax, Fun Cinema, Big Cinema and Fame), we removed the movie session times from all cinema schedulers and urged people to initiate mobile search to find the movie times.
An integrated campaign using TV, digital and cinema reinforced the message of the ease of mobile search through Google.
Results and Effectiveness
We have given advertisers a template to turn their static advertising on cinema schedulers to a dynamic mobile experience for consumers.
200,000 people made the ‘mobile move’ by searching for the movie timings on Google mobile on the spot.
2,300,000 participated in our physical ‘how to do it’ demonstrations where we showed consumers how to execute a local search on Google mobile
Google experienced a 5 time increase in local search queries within four weeks of activity (Source: Google)
The ‘likelihood’ to use Google mobile for movie search increased to 95% from 62% after this campaign. (Source: Millward Brown Study)