AGENDA • Decoding the brief • The market and the mindset • Audience: Content consumption • What are we proposing?
DECODING THE BRIEF Primary objective: Leverage movie promise by tapping into the digital audience’s underlining situation of moving to a metro.
Secondary objectives: •Create conversation/engage in dialogue •Lead to sampling
THE MARKET AND THE MINDSET Audience - Twenty to thirty Mood - Buoyant. Confident. Fun. Priorities - Money. Friends. Freedom. Explore. Edu/Career. Spirit - Street-smart, Selfish.
AUDIENCE: CONTENT CONSUMPTION
WHAT ARE WE PROPOSING?
Can our content be a bridge between television and digital touch points, by molding that content to generate further UGC?
DIGITAL FRAMEWORK Content
WHAT IS THE KEY COMMUNICATION TRIGGER?
What draws people to the city?
What draws people to the city? Given the premise of the movie, we create a campaign that revolves around people coming to the city and their dreams they have.
HOW ARE WE COMMUNICATING IT?
Web Video We release a short web video that features people from all walks of life â€“ maids, taxi drivers, labourers, business men. It gives a glimpse into their lives, the dreams they had when they moved here â€“ some achieved them while others lost their way.
What does this city mean to you? We initiate social conversations around #CityLights People are invited to share their city experiences, both good and bad, with seeded content setting the direction.
These conversations then go on to become part of a crowd-sourced credit roll for the film itself.
Microsite Our microsite is an interactive map of the city, with stories of various people mapped across It â€“ both seeded and organic. A toggle switch allows people to see the light/dark side of the city. This mix of good and bad experiences sets the tone for the movie.
About | Cast | Trailers | Downloads
MAY 1ST, 2014
Explore the experiences of people living in the city, good and bad. Share your story
Scroll to zoom -/+ on the stories.
Celebrity Trailer / Successful people
Get an A-list celebrity who came from another city and made his life and stardom in Mumbai to talk about his journey leading to the launch of the trailer
Display 01 â€“ Interactive Time lapse We see a night shot of the city. This is the city of dreams, but itâ€™s darkness can swallow you up. A timelapse is initiated via rollover, it become day. The characters then come into frame. Will Raj and his family survive their city of dreams? Watch Trailer
Display 02 â€“ POV An interactive banner that invites the user to see the city through each of the characters in the film. Clicking on each character plays a short teaser snippet of an incident involving them. These scenes chosen show the dark/light side of the metropolis.
Display 03 - Taxi We see the top shot of a Mumbai taxi as it move through the city in an animated gif. People come to the city with dreams, drawn like moths to a flame.
Display 03 - Taxi The banner switches to a interior shot showing Raj and his family. Will Raj and his family survive their city of dreams? Watch Trailer