The Solution

For a TV première that’s well promoted across media, the online medium served as a reminder and needed to create impact as close to the scheduled date as possible.  The campaign spanned 5 days. Since the film was premiering on Sunday, the preceding Tuesday - Saturday were the days of activity.

We wanted high-impact placements for this event to drive strong ratings. Rediff & Yahoo were chosen basis their TG & reach building capabilities.

The Route

The online campaign was in sync with the theme of the film. The banners on Rediff & Yahoo announcing the telecast of the film lead to a specially created site, www.secret-seduction.com, where the naughty viral could be sent to anyone. There were varying levels of seductiveness to choose from and an email declaring one’s feelings was sent to each one’s flame. Once the receiver saw the message he/she could go to the site to guess the identity of the sender. Like a typical Bollywood movie with lots of masala, this interactive campaign had all the ingredients for a blockbuster viral.

The Results

The campaign had an average CTR of 1.4% (well above the industry average). There were over 40,000 page views of secretseduction.com in just 5 days. 3070 individuals sent secret seduction mails to over 3500 people.