MUMBAI: The recently launched English GEC, Big CBS Prime, has kicked off an integrated marketing campaign. The four shows being marketed through this campaign are NCIS, Survivor, Bellator and Letterman.
The holistic four-week campaign has a mix of traditional and non-traditional media across TV, Radio, Print, Out of Home, Digital, Experiential Marketing, Retail touch-points.
The broadcaster‘s campaign will go beyond traditional media to coffee shops, public transport, online contests and games, mall activations, book stores etc. In addition to the media options available within the Reliance Broadcast Network’s business divisions, the company says that it is ensuring no stone unturned by bringing to play Reliance ADAG’s complete media muscle to get maximum mileage for its first channel.
This communication is created by McCann Erickson to build a premium image of the brand among both consumers and customers. The creative idea behind this campaign is to highlight Big CBS Prime as the destination for the "Latest, Freshest and Hottest" entertainment concurrent with the United States.
The media mix is designed to deliver maximum impact using both traditional and non traditional media. Given the evolved audience Big CBS Prime targets, media selection has been made keeping in the mind the lifestyle and habits of the young upscale audience.
Innovation and digital media play a key role in the plan ensuring high impact and noticeability for the campaign. Aside from TV, Radio, Print, Cinema and OOH, other media added to the mix include digital, retail, malls, Inflight entertainment, mobile and online applications and a comprehensive social media campaign.
RBNL media platforms – 92.7 Big FM, Big Street, Big Live and Big Digital are playing a key part in the launch campaign being used extensively across the country. The Big CBS Prime campaign is also leveraging all of the Reliance ADA Group platforms relevant to the target audience – Big Cinemas, Zapak, Big Adda, Reliance Web Worlds, Big Flix, Big Oye etc , adding significant muscle to the campaign.
The media mix includes over 100 OOH sites across Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune and Ahmedabad; news, lifestyle and sports channels, print in national dailies as well as key media focussed publications.
The campaign is also be supported by Big Cinemas across India and Big Street across Delhi, Mumbai & Bangalore. 92.7 Big FM is already being used to create hype for the launch of the channel followed by radio spots on key shows as well as the line ‘Whats On Prime Tonite‘ capsules running through the day, everyday.
The non traditional media mix includes digital. this would cover online communication on portals, show communication innovations, Online and Mobile widgets, and SMS messaging. There will also be live media screens across relevant retail touch-points, In Flight- Entertainment channels, Experiential Marketing in malls to amplify the key shows, etc
Big CBS Networks GM Aparnaa Pande said, “Big CBS Prime marks the launch of the first television channel from not just Reliance Broadcast Network but the entire Reliance ADA Group. A very ambitious project, we have created an integrated multi media campaign ensuring we touch our relevant audiences through multiple touch points. The campaign ensures huge surround sound with little scope to go un-noticed. We are very confident that the combination of great marketing with the unbeatable, latest TV content Big CBS Prime has, will be an absolute winner in the market.”
