The Objective

The AXN Action Awards campaign is all about building a destination with a difference. The show is the first ever in India focused on Bollywood action. Fans could vote for their favourite action stars by choosing from the list of nominees and cast their vote by SMS, Ballot paper or by logging on to www.axnactionawards.com.

The objective was to drive traffic to the site enable users to view video clips & vote.

The Solution

We created the microsite with video content – 15 videos in all. To promote the site, we used top portals – Rediff, Yahoo, Sify & SEM on Google India. Sifymax was used to reach out to the broadband users – this was key as video content was the mainstay of the campaign. Branding within movie sections of these sites ensured that we reached an interested audience. All bollywood related keywords were used on Google & Partner Sites.

The Creative Route

The site had a superhero look & feel. Interesting rollover banners to showcase the list of nominees formed the mainstay of the campaign. Other rich media options were used to maximum effect. Since video content played such an important role in the campaign, we developed a banner with one video each from key categories. Each of the videos played on rollover & once the user was intrigued by this, he/ she could go to the site to view more and cast their vote. A first of its kind, the banner appeared on Yahoo! India Movies and other contextually relevant sections. It added a new element to interactivity as it was a richer experience and engaged the user before the click through.

The Results

Over 42,000 unique users came to the site in a month & cast 40,000 + votes.