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CITY LIGHTS

27.01.13


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.

Sources: MTV+IMRB+


AUDIENCE: CONTENT CONSUMPTION

Sources: MTV+IMRB+


WHAT ARE WE PROPOSING?


OUR APPROACH

Content Creation

Audiences

Content Distribution

Visibility


KEY CHALLENGE

Can our content be a bridge between television and digital touch points, by molding that content to generate further UGC?


DIGITAL FRAMEWORK Content

Network Contextual

Engagement

Owned

City Lights

Content

Content

Non Branded

3rd Party

Display

Network

Display

On Air

Ashtons

Video

Ads

City Lights


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?


PRE-LAUNCH


Web Video We release a short web video that features people from all walks of life – maids, taxi drivers, labourers, business men. It gives a glimpse into their lives, the dreams they had when they moved here – 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 – 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.


CITY LIGHTS

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.


Pre-Launch Banner


Launch Banner


LAUNCH


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 – Interactive Time lapse We see a night shot of the city. This is the city of dreams, but it’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 – 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


THANK YOU


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