Innovative marketing solution from Dentsu WebChutney for Sony Pictures Entertainment India‘s Spider Man – Far From Home marries the Elementals of the film with ad-tech to bring alive real-time relevance on big outdoor spaces through India’s first programmatic OOH campaign
Sony Pictures, in association with Dentsu Webchutney, has launched India’s first real-time programmatically propelled digital out of home campaign – for its much-anticipated latest release ‘Spider-Man : Far from home’.
Traditional OOH advertising — which is either static or pre-set to rotationally run on digital screens – is increasingly become a blind spot for frequent passers-by due to its redundant messaging for days (but that still doesn’t hold true if they are at truly cant-miss locations). Sony Pictures along with Dentsu Webchutney used its programmatic expertise to serve dynamic creatives real-time on outdoor billboards, which were triggered by weather events, to make it contextually relevant to the viewers.
To familiarize the audiences with the villains — the Elementals – in the forthcoming film, the campaign leverages real-time weather conditions to the show Spider-Man fighting them, on an outdoor hoarding.
Using artificial intelligence, changes in the weather conditions and temperature were tracked real-time on the billboards. With every change, Spider-Man fights the relevant elementals – Water elemental while the on-lookers themselves are dealing with the rains, Wind elemental in a strong breeze in clear skies, and Fire elementals when the temperatures soared — all in dynamically changing motion graphic.
Check out the images:
It’s a great concept for a film like Spider Man, and on first thoughts, might have been more effective in better locations. But then, Spider Man is such a universally loved character and franchise in India across languages, that the superhero is literally at home on every kind of wall and edifice across the country
Shony Panjikaran, Director & Head of Marketing, Sony Pictures Entertainment India (SPE India), says, “Sony Pictures Entertainment India has been at the forefront of pioneering breakthrough initiatives that engage audiences with our films in exciting ways.
“We are proud to have launched these innovative weather OOH for Spider-Man: Far From Home, as it’s going to familiarize audiences with the most unique villains in the Spider-Man Universe — The Elementals — in the most unique way possible,” Panjikaran said.
Chirag Chandiramani, Associate Media Director, Dentsu Webchutney, says, “Being a legacy film with the widely recognized and favorite super hero Spider Man, the task was to bring alive the key unique selling point for Spider Man – Far From Home in an innovative way. We were able to arrive at our solution by marrying the elementals of the film with ad-tech to bring alive real time relevance on big outdoor spaces – not only grab attention to the motion graphic, but also bring alive the wow-factor for the film.”