Discovery, Interference's creativity for 'Shark Week'

NEW YORK: This is news that should give our broadcasters some pause for thought! Discovey US is continuously thinking of unusual ways to promote its specials. Earlier this year it used the ad agency Interference Inc. to promote Walking With Cavemen which was its collaboration with BBC Worldwide.

That initiative saw 30 "cave people" taking a tour of three key cities - New York, Los Angeles and Washington D.C. More recently to create buzz around Shark Week, which aired in the US from 10-17 August, the network again embraced the alternative outdoor advertising medium.

Work done for Shark Week (Picture courtesy

A Mediapost report indicates that the cities targeted this time were New York, Los Angeles, Las Vegas and Orlando. The out of home (OOH) ads that intereference Inc. created supported print, TV and outdoor advertising. Noteworthy was an underwater ad in the shape of a great white shark approaching from below coupled with details of when the show would air. The decal, measuring 6,500-square feet, was placed on the bottom of the world-class wave pool at the Mandalay Bay Resort & Casino in Las Vegas from 1-10 August.

A similar underwater ad, measuring 1,000 square feet, was installed on the pool bottom at the Royal Pacific Resort Hotel in Orlando. Another highlight were the shark bite media. Here common objects such as cars, surfboards and trashcans appeared as if they had been victims of shark attacks. The objects were placed in high-traffic areas such as Times Square and Grand Central Station in New York and Santa Monica Pier and Sunset Boulevard in Los Angeles. The basic message was "Shark Week Is Back." Interference has dubbed this unique marketing style guerilla campaign.

 The Cavemen campaign

Such a campaign often involves face-to-face interaction at times and places when people are most receptive to hearing about the brand. These times and places differ depending on the product, messaging, desired result and consumer mindset. Guerrilla and alternative marketing also manifests itself in unique ways for consumers to encounter a brand message. These encounters are usually media spaces that are created for the purpose of the message distribution, not traditional ‘ad buys.’ Examples include feet on the street, product sampling, publicity stunts, random free shuttle buses as well as random acts of kindness. Guerrilla Marketing is effective as it is able to deliver a relevant message to a desired individual, at an appropriate location, in a time when they are most receptive to it by any means necessary.

Coming back to Discovery, the agency claims that the Cavemen campaign was a huge success. It managed to stop traffic in almost every location. Consumers took lots of pictures with the cavemen. This translated into on-air ratings. It remains to be seen whether or not the Shark Week campaign drew a similar response.

Latest Reads
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands
Harish Shriyan elevated as Omnicom Media Group CEO

MUMBAI: Omnicom Media Group India COO Harish Shriyan has been elevated as chief executive officer. In his latest capacity, Shriyan will now be in charge of the performance of the group’s four offices in the country and will drive the company’s expansion process to meet the demands of new growth.

MAM Marketing Brands
Nestle retains Zenith as AOR

MUMBAI: Nestlé India has retained Zenith as the AOR (agency of record) for its media business. Recently, Nestle also consolidated its nutrition digital marketing business with Zenith and DigitasLBi.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories