Brand
Sony Max 2
Agency
Tonic Media
Objective
The brand aimed to revive audience interest for movies from 80s and 90s amongst the digital audience and establish that MAX2 is the viewership destination for these movies.
Bollywood is the baby of India and evergreen cinema has some kind of nostalgic value. Leveraging on this idea, the brand commenced a digital campaign to bring users closer to the golden moments.
Given the insight that the yesteryear actors of 80’s and 90’s are still relevant to the millennial generation who love to reconnect with the movies they have grown up with; they built the idea to re-create magic around this timeless era by getting people to vote for their favourites.
Execution
With the commencement of New Year, begins the Awards Season. For Sony Max 2 they launched the first season of ‘Timeless Awards’ which was the first ever user - driven awards conducted digitally.
To reach out to a wider audience they started the campaign by breaking the promo on television. The promo evoked nostalgic memories associated with yesteryear movies and urged the user to visit the microsite. As soon as the microsite went live users on twitter caught on to it and within an hour the hashtag #Max2TimelessAwards began trending in India.
As conversations started pouring in they directed users to the microsite which presented a gamut of nominations. Users had to browse categories from ‘Versatile Actor’ to ‘Best Jodi’ and had to cast their votes to make their favourite win. The movies of 80’s and 90’s had an impact on the millennials and this was inculcated in the nominations in a relatable manner. From one of the most popular villain Crime master Gogo to the iconic character such as Vijay Dinanath Chauhan, they brought out the magic of golden era through these nominations.
The campaign was promoted on multiple platforms through Television, Print, Google Banners, Facebook, Sonyliv.com, Twitter, Instagram, Mailers to name a few.
The microsite had other sections like ‘Golden Moments’ where users could scroll down the most iconic images from yesteryear movies. Users could also browse through ‘Timeless Trivia’ and send in their ‘Magical Selfies’ to win exciting prizes like iPhone 6S.
The campaign had renowned veteran actors like Satish Kaushik participating in brand conversations on twitter. Users also expressed their love for their favourite nominees by conversing around their most popular movies, dialogues and also publishing gifs of their most iconic scenes.
Results
As the moment caught on, by the end of the campaign they had a whopping number of 80,480 votes. The campaign also received 114 million impressions on the hashtag #Max2TimelessAwards and a reach of 28 Million. With 13,052 votes the category of ‘Versatile Actress’ received maximum votes followed by ‘Versatile Actor’ which received 10,487 votes.
Fans also expressed their love for timeless cinema by sending 727 selfies with #MagicalSelfie. They received maximum votes directly on the microsite.
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