Cinema |

February 12, 2016March 28, 2019

Online apparel store advertises in PVR Cinema to hike sales

Jaune Global is an elite brand of clothing that sells through its online store. Western outfits are their forte. With Jaune Global, you can flaunt the latest styles from Venice, Milan, Paris, New York, etc. Their ethnic Indian clothes too are a sight to behold, inspired by traditional Indian designs and different Indian cultures. The Indo-Western outfits of Jaune Global extract the best of both worlds. Only the best fabrics are crafted by the Jaune Global artisans to give you the utmost comfortable apparel. The look and feel of the fabric and its embroidery are all a class apart.

Lifestyle products such as latest gizmos and E-accessories from around the world also adorn the shelves of Jaune Global.

Need for Advertising

Although Jaune Global launched with much pomp and show, it failed to reach the target groups in its hometown, Bangalore. Most affluent people in Bangalore had no inkling of the online store’s existence. The company was failing to connect with its core target groups at all levels and thus reported quite low website visits and sales.

Advertising Objectives

Jaune Global contacted releaseMyAd, one of the top rated online ad platforms of India based on a recommendation. Their demands were simple

Increase website visits.
Create the brand image, and
Ultimately, increase sales.

Advertising Strategy

Target Audience

With our objectives defined, the releaseMyAd team began its work. First of all, we demarcated the exact target audience of Jaune Global. The apparel sold by the brand would appeal to the affluent young individuals who follow international fashion trends. Thus, we decided to concentrate on young adults in the age group of 18 to 25. Also, considering the price range of the products and the changing times we included the 26 to 34 age groups too. These were mostly young individuals or couples with high incomes.

Communication Medium

As we were targeting a niche audience in Bangalore we decided to keep our ad campaign minimal. Our target groups consisted of affluent youngsters who tracked international fashion. Thus, we close to advertise in the multiplexes of Bangalore. We zeroed on PVR Cinemas at the Forum Mall and Phoenix City Mall based on the number of footfalls in the multiplex each week.

Also, we knew cinema ads to be more effective. This happens because people are free of all distractions in a cinema hall and thus more receptive to the ads shown there.

Ad Creative

Our team decided to go for a 10 second muted slide advertisement to showcase the Jaune Global apparels. The advertisement was created to generate interest in the brand and emblazon it in the minds of its target groups.

Media Plan

We chose PVR Cinemas at Forum Mall and Phoenix City Mall of Bangalore. We planned to launch an aggressive campaign to seize as many eyeballs as possible for our ads. We chose

Forum Mall
- Audi 5 – capacity of 219
- Audi 9 – capacity of 197
Phoenix City Mall
- Audi 3 – capacity of 214
- Audi 6 – capacity of 211

This selection of the auditorium was based on the movies playing in there and the seating capacity. Our ads played during the intervals for 4 weeks including the weekends. In total, the ads played for 28 days.

Results

With the party season, Christmas and New Year approaching, we expected to see positive results for our ad campaign. Within 4 days after the ad campaign begun, Jaune Global reported a 60% increase in their site visits. As the campaign was halfway through, an increase of 45% in sales was reported by the apparel store.

For successful cinema advertising campaigns, you can contact us at 09830688443 or write to us at enquiry@releasemyad.com.

December 16, 2015March 28, 2019

Mod’art Fashion School boosts admissions through in vogue Cinema Ads

Organization Summary

Mod’art India is a leading fashion school in India. Training students to shine in the world of fashion, Mod’art India has two teaching facilities, each in Mumbai and Delhi. The institute is known for imparting hands on experience to its wards. Along with full-time undergraduate and postgraduate fashion courses, the institute runs several short time fashion and photography courses. Being a sister concern of Mod’art International, the fashion school gets international apprenticeship and placements for its students.

Advertising Objectives

Mod’art India Mumbai division wanted to increase its brand recognition across the city and attract aspiring talents between the age group of 18 to 25 to enrolment in their courses. They expected to boost admissions and site visits by prospective students with advertising in the beginning of the 2015-16 sessions.

Their instructions were simple: Strategize an ad campaign within the given budget to

Heighten the Mod’art image in Mumbai
Boost admission queries
Increase enrolment in Mod’art courses.

Challenges

Mumbai is the city of fashion, glamour and glitz. It houses one of the top fashion institutes of India. Promoting a new fashion school even with Mod’art standards will be tough. Only a media plan with exceptional making will give successful results.

And that’s what we do. We create ads which skyrocket your brands to the Mumbai horizon.

The releaseMyAd Strategy

Our first concern was to identify the target groups for Mod’art. They had already said students in the age group of 18 to 25 were their primary targets. But our team realised the fee structure of the institute could only be afforded by the affluent or upper-middle class students. We thus chose to flaunt the “Mod’art India life” to target affluent youngsters between the ages of 18 to 25 using Cinema Ads in PVR Cinemas.

We chose Cinema Ads as

Cinema Ads are better received by audiences. This happens as viewers at movie hall are with far lesser distractions and thus, can concentrate better on the ads.
Research proves ads shown in cinema halls have more ‘recall’ value.

For the creative aspect of the ad, we decided to go for audio slides. The audio slides brought out the benefits of studying at Mod’art. Its state of art facilities that provide young designers a platform to sharpen and polish their skills of designing clothes, accessories, placements and walking the ramp with their show-stoppers is unparalleled in India.

Our team zeroed in on the PVR Cinemas at Dynamix Mall, Mumbai for this purpose.

In the first two weeks, we advertised in only Blockbuster category ensuring more audiences in their seats. Youngsters are known for their penchant for blockbuster movies and we wanted to cash in on that.

The next two weeks saw ads on all five screens of PVR Cinemas, Dynamix Mall. This, in turn, brought in a whole lot of audiences to view our ads.

Positive results were soon reported by the Mod’art Admissions Office.

Positive Results for Mod’art India – Mumbai

Within just two weeks of the ad being aired, Mod’art India Mumbai branch was flooded with admission and course enquiries.

During admissions, the institute reported 14% rise in total enrolments.

Impact on Mod’art India

The positive results of the ad campaign in Mumbai have stimulated Mod’art India to adopt cinema ads for its Delhi Centre too. Mod’art India – Delhi has advertised with us for their short-term courses and got similar results.

For successful cinema advertising campaigns, you can contact releaseMyAd at 09830688443 or write to us at enquiry@releasemyad.com.

December 16, 2015March 28, 2019

Admissions rise by 15.6% in Pixelloid Training through cinema advertising

The idea of Pixelloid Training dawned on the masters of Pixelloid Studios Pvt Ltd when they couldn’t locate enough talents to work in their world-class VFX and Animation studio. Pixelloid Studio is the favourite Special Effect creators of the Telugu film and television industry. The training school has put their studio and regular projects to good use for training students.

Pixelloid Training imparts professional course in three states – Andhra Pradesh, Telangana and Karnataka. Their projects range from big budget Cinemas to ads, telly shows, and games. Most pass-outs are absorbed in Pixelloid Studios itself and others find placement in top graphic studios of Indian and international fame.

Challenges

Pixelloid Training is one of the top academies for animation and visual effects in Hyderabad. Their Guntur branch is the sole one for animation and VFX training but they had no takers in Vijayawada, Vizag or Bangalore. The bosses at the training school were trying to connect with the affluent youth in the 18 to 25 age margins for enrolments at their VFX and animation academy. But failed miserably in these three cities.

They located releaseMyAd based on recommendations and assurances.

Our Task

Pixelloid Training had cut out the task for us. Their demand was simple. Increase admissions in Bangalore, Vizag & Vijayawada centres and do not go overboard with the budget.

Our Research

Our team began the groundwork for Pixelloid Training with thorough research of the VFX and animation training market in the aforementioned cities. In Hyderabad, Pixelloid was a common name and their institute a homespun institution which made movies for their beloved Telugu film fraternity. Guntur, on the other hand, had only Pixelloid for training artists in animation and visual effects. Thus, getting students here was not an issue.

But Vijayawada, Vizag and Bangalore had no lack of reputed training institutes. MAAC, Arena, ICAT, WLC etc. are some of the big names that offer degrees in animation and VFX.

Our Strategy

To succeed in these cities, we needed to bring out Pixelloid Training’s best asset. Their Studio. Thus, we framed our campaign around their popular studio. We knew only Pixelloid had a working studio among its competitors. Pixelloid Studios is the one-stop destination for quality visual effects and animations in the Telugu film and television industry.

We opted for Cinema Ads in multiplexes to arrest the attention of our target groups who frequent these entertainment outlets. Moreover, audiences are more likely to recall the ads shown in a movie hall as the ambience is more conducive to reception of the ads. We expected the VFX in the movies to induce keen interest among the viewers to take up this profession.

Keeping this fact in mind, we began designing our media plan. We selected

PVR Cinemas in Ripples Mall, Vijayawada.
INOX at CMR Central, Vizag.
INOX in JP Nagar, Bangalore.
INOX in Forum Mall at Koramangala, Bangalore.

The multiplexes were chosen on factors like proximity to a Pixelloid Training centre, footfalls every week and the movies playing during the ad campaign. We wanted good use of animation and visual effects in them to get to the future anime & VFX professionals

The Commercial

The ad was a 20-second commercial which brought out the main USP of Pixelloid Training and their students at Pixelloid Studios Pvt Ltd. Our ad pictured Pixelloid as the hotspot for visual effects in Telugu Films and training with them makes you industry-ready.

The ad was played at the movie intervals and dispelled queries like the trainer to pupil ratio, infrastructure, and placements. Our team suggested Pixelloid Training displays the skills of its students through this ad. This bet worked out in our favour as viewers were enamoured with the combined assault of animation and VFX on their visual senses.

The Campaign

We divided our campaign into two stages. The initial stage saw us advertising in all the auditoriums of the chosen multiplexes for a month. We got the bulk of our targets at this stage itself, as Pixelloid Training from all the three cities reported increased enquiries for their courses from the first week itself.

As the first stage ended, our clients sent us positive reviews and we began the phase after a gap of two weeks. This time, we again chose the same multiplexes and ran our ads for a week. This served as a reminder cue to the audiences.

Results Reported

Pixelloid Training was extremely pleased with the results. They reported

Increased queries in Pixelloid Training centres of Bangalore, Vizag & Vijayawada.
15.6% more admissions in Bangalore.
19% increased enrolments in Vijayawada.
In Vizag, Pixelloid had to add an extra batch to accommodate all the students queued up for enrolment.

Impact on releaseMyAd

The successful ad campaign for Pixelloid Training has led to many more positive references for releaseMyAd.

For successful cinema advertising campaigns, you can contact releaseMyAd at 09830688443 or write to us at enquiry@releasemyad.com.

December 14, 2015March 28, 2019

BFIT boosts student enrolments from Uttar Pradesh with Cinema Ads

Institute Profile

BFIT is one of the premier educational institutes in northern India. They offer popular undergraduate and postgraduate courses as well as professional courses like BBA, MBA, MCA, etc. Spread across acres of beautiful land in Dehradun, the institute has been the guiding light in the lives of students since 2002. BFIT is known across the northern valleys of India for the best student to staff ratio. Also, a number of foreign national students make their way to BFIT which gives you an opportunity to make friends and experience different cultures across the world through their eyes. BFIT has most of its Indian students enrolling from Uttar Pradesh, Punjab, Delhi, Haryana, Himachal Pradesh.

Challenge

During admissions of 2014, the institute noticed a fall in the number of students from Uttar Pradesh by 18%. BFIT also observed that no female students from Uttar Pradesh have enrolled in 2014’s postgraduate program. As the trend followed into 2015 with fewer students applying from Uttar Pradesh, BFIT decided to take action.

They contacted releaseMyAd, the top rated online advertising portal which helps you to advertise in your chosen medium. BFIT found advertising with us extremely convenient as they could advertise in Uttar Pradesh sitting in the neighbouring state of Uttarakhand.

Objectives

The main objective for BFIT was to reach out to the students aspiring for undergraduate and postgraduate degrees and increase students enrolments. They also expected to drive wider recognition across Uttar Pradesh. BFIT wanted to educate the general public, especially parents about the importance of girls’ higher education.

BFIT decided to target the 18 to 25 age group and their parents.

Strategy by releaseMyAd

Our team employs research statistics to create the perfect ad campaigns for you. We chose to advertise BFIT in PVR Cinemas across Uttar Pradesh based on

Most of PVR’s clientele is from affluent families and youngsters who come under our target group.
This multiplex chain ensures the perfect ambience for its viewers. This enhances the effect of Cinema Ads. Our aim was to create an ad that would focus on the superior infrastructure, staff and quality of education available at BFIT. And we needed the audience’ focus to deliver our message.

Cinema ads are known to be more conducive for audience reception due to fewer distractions at the venue.

As BFIT wanted to promote higher education for girls too through this campaign we ensured to get an ad film which portrayed their mission. A 45 sec ad film was created to deliver the message at movie intervals for maximum exposure by the audience. The ad film relayed the importance of higher education in life and how BFIT readies you to face the professional world.

The campaign was run in major cities of Uttar Pradesh for just 2 weeks when positive results were seen.

Impact and results

By the time these two weeks were closing in and admissions began at BFIT, they had started to get enquiries for admission from the cities (where the ad was shown). Some queries were from adjoining areas of these cities too. Furthermore, a lot of queries came for the admission of female students and security of the girls hostels.

At the time of admissions, the following observations were made

Total admissions from Uttar Pradesh had increased by 23% when compared to all time data.
Female students from Uttar Pradesh had enrolled in record numbers. Combining all the postgraduate courses some 300+ women from UP have taken admissions in BFIT.

The BFIT campaign remains one of our many successful ad campaigns, although its emphasis on higher education for the girl child keeps it closer to our hearts.

For successful cinema advertising campaigns, you can contact us at 09830688443 or write to us at enquiry@releasemyad.com.

December 14, 2015March 28, 2019

Austere Cinema Ads by VBHC wins over Mumbai & Delhi-NCR

VBHC came into existence with a vision of building a million homes in ten years. They aim to construct homes which are delivered on time and on a low budget, yet meet high-quality construction standards. The company is known for applying the latest technology for converting their real-estate company into a smooth property manufacturing unit.

VBHC is a real-estate conglomerate with projects in Bangalore, Mumbai, Chennai and Delhi-NCR. Although extremely popular in Bangalore and Chennai as the perfect place to get quality homes at affordable prices and on time, the people of Delhi-NCR and Mumbai were not aware of VBHC.

Challenges

To gain a foothold in Mumbai and Delhi-NCR, the company was looking for alternate mediums of advertising which could be easy on their pockets. VBHC’s main clientele have always been young couples looking to start a new life and raise families. All their projects have been created on this pattern and thus have special features to aid raising children and taking care of elderlies. In Mumbai and Delhi-NCR, the company aimed to focus on these family members in the age-group of 25 to 45. Their target was to let people know about the amenities they provide. The real-estate giant expected to create a buzz for their great amenities at economical prices.

Objectives

When VBHC joined us as one of our esteemed clients, our team was quick to identify the core objectives of the group for advertising in Mumbai and Delhi-NCR.

Create general awareness about VBHC.
Project the brand as the perfect choice for budget-friendly quality apartments.

The company was trying to focus on the upper-middle class couples who were looking to invest in not just ‘property’ but build homes.

Our Strategy

The releaseMyAd team decided to use Cinema ads for launching VBHC in Mumbai and Delhi-NCR. The decision was based on the fact that cinema audiences consist of our core target groups.

Cinema Ads have the following advantages apart from being economical, which compelled us to place our money on them for the VBHC campaign.

With cinema comes an escapist world. Once engrossed in the world of Cinema, the audience gets more receptive. In our case, this meant our TGs would absorb our ad message.
Also, this captive audience elicits a high brand recall. This was extremely necessary in the VBHC case as the brand was virtually unidentified in Mumbai and Delhi-NCR.
Multiplexes provide an ideal location as the young and affluent audiences come here for entertainment. And, since they are in a positive frame of mind the reception of the ads is better.

Our team decided to roll out with the Mumbai campaign first. What we did was quite basic. Our designers made slides depicting the VBHC homes and how easy and safe it is to raise families in these budget home communities. The special provision for the elderlies and children were shown through these slides. We chose multiplexes like PVR Cinemas and INOX based on their footfalls of our target audiences.

The results since then have been phenomenal.

We phased the campaign for 3 weeks initially targeting the blockbuster movies across Mumbai. These budget ads paved the way for VBHC into the hearts and minds of the ‘Mumbaikars’. These ads specifically portrayed the perfect ‘dream home’ in the City of Dreams. The VBHC team reported increased enquiries at this stage.

The success of this 3-week campaign prompted VBHC to adopt the method in Delhi-NCR. The results were the same. In the meantime, we had begun the second phase of cinema advertising in Mumbai. This was for a longer duration. For 2 months at a stretch, we advertised VBHC in multiplexes like Big Cinemas, Cinepolis and Cinemax too, along with PVR and INOX. The idea was to acquaint most audiences from the target group to VBHC and its amenities-filled quality and secured living communities. Soon the Delhi-NCR campaign followed suit.

Impact and Results

As expected, the Cinema ad campaign showed favourable results in Delhi-NCR too. The major changes seen after the cinema ad campaigns in Mumbai and Delhi-NCR

The Sales Team at VBHC reported increased enquiries.
Lead conversions gained momentum by 17.2%.
Bookings with VBHC increased 20% in both the metros.

The trade tactic worked so well for VBHC that it adopted Cinema ads with releaseMyAd in all other locations – Chennai, Mumbai, Bangalore and Delhi-NCR.

VBHC’s next campaign in Bangalore included Cinema and Magazine ads with us. We bought ad spaces for VBHC homes in popular magazines like the weekly Taranga and the monthly Rooptara along with popular multiplexes of the city. And, again our team was bang on target.

For successful cinema advertising campaigns, you can contact us at 09830688443 or write to us at enquiry@releasemyad.com.