Zee StudiosTM
Client
Zee Studio is a 24-hour English movie channel launched in March 2000. The aim of Zee Studios is to bring quality cinema to the discerning Indian audience. Zee Studio’s library of films is a potent mix of Hollywood’s hottest blockbusters, animation flicks, golden classics, musicals, comedies and the finest of world cinema.
Goal
To promote higher tune ins with Zee Studios’ subscriber base and to generate awareness of the movies screened by Zee.
Solution
Mechanics: NAVTEQ Media Solutions were able to work with Nokia handsets & major operator partner, Airtel to target the primary consumer effectively (SEC AB, 15-34 years whose penchant to spend is high) and allowed smooth delivery of a successful campaign with high user engagement.
Delivery method: Banner ad > Prompt for consumers to synch program scheduling with handset calendar > Opt for reminders on programs consumers wish to view
Results
- Average 8.77% CTR on all handsets (vs. industry standard of 2% as success)
- 14.2% CTR on midrange handsets
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