To create awareness of the new television Zee World channel 166 on DStv, mall washrooms and handpicked hair salons represented by Primedia Unlimited’s TLC and Salon Media companies were selected to spread the word through a ‘selfie’ inspired campaign.
Providing Indian entertainment in the overseas market, Zee World, a fully English dubbed channel, provides programming with a variety of choices for all segments of the audience, including primetime drama series, blockbuster Bollywood movies, food shows, reality shows etc.
“Through the combined use of TLC’s advertising platforms we were able to reach a select target market,” says Tessa Chance, Account Manager at TLC. “Mirror decals and A4 frames were used within LSM A Ster Kinekor theatres coupled with 25 premium hair salons.”
On the Salon Media platform, Zee World’s two month campaign comprises mirror decals in 25 premier ethnic salons to reach the target market whilst they’re in a relaxed frame of mind. Totally dominating the cinema washroom space, bold use of a mosaic decal on TLC’s platforms grabbed the consumer’s attention by focusing on the ‘selfie’ trend where creative artwork in the form of a rectangle allowed the consumer to take a framed picture.
The A4 frames were used to provide more communication detail into the channel. The campaign will run for a period of two months. “We look forward to receiving viewership figures of this channel including the impact our advertising platforms had in creating the awareness for Zee World,” concludes Chance.