Brand
Sony Pictures
Country
India
Challenge
How will SONY pictures ensure maximum audience reach for their new movie launch - Bullet Train in India?
Challenge
Sony Pictures wants to drive awareness for their new movie launch - Bullet Train in India by reaching maximum target audiences using Dynamic Creative Optimisation (DCO).
Solution
Sony Pictures executes a fully-fledged exclusive place-based campaign on DOOH screens in multiple strategic locations in India to boost audience reach.
The Programmatic campaign which went live on 21 screens featured the Bullet Train movie promo implemented through Dynamic Creative Optimisitaion (DCO). DCO is a display ad technology that creates personalised ads configured on data about the viewer at the instance of ad serving.
The placement of this campaign was at train stations, that were in close proximity to theaters while also displaying the next show times and how long it would take to go to the cinema from the specific train station.
Results
The campaign that went live for 15-days successfully delivered 990K audiences reach with a maximum of 6.5MIL potential views.
From the results obtained, we have learned that Implementing DCO ads in the cinema hall was encouraging as the percentage of audiences seem to be higher compared to DCO ads placed at the nearby train station.
We also were able to identify the highest segment of viewers who have seen the ads - Commuters followed by Food Lovers, and Travellers.
990K
Reach
6.5MIL
Potential Views
21
Screens
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