Mumbai: ZEE5 Global, the largest streaming platform for South Asian content and Performics, India’s largest performance marketing agency partnered with mCanvas and created an innovative AI to engage with the consumers, giving them an experience of action-packed film Antim: The Final Truth that released on 24th December 2021. With an ultra-engaging mobile ad, the brand leveraged a first-of-its-kind innovation within the ad that has been driving attention around the brand in the international market. Primarily targeting users in the USA, the promotional campaign is reaching 1.4 million users.
Archana Anand, Chief Business Officer of ZEE5 Global said, “Antim: The Final Truth starring Salman Khan is one of the key blockbuster movies we brought to our viewers in December on ZEE5.. Having an innovative virtual mobile ad created by mCanvas to promote the film helped drive a lot of curiosity about the movie among viewers across the globe. We are happy to have partnered with mCanvas to leverage their engagement solution for this innovation which has helped us drive significantly higher engagement.”
Bringing in the storyline of the movie, the mobile ad allows users to choose between a cop and a gangster by tilting the phone left and right. On choosing the cop by tilting left, users can physically punch the air to knock the gangster down; the interaction is powered by the accelerometer and gyroscope motion sensors in the phone with unique sound effects and visuals, providing users with an immersive ad experience.
Similarly, on choosing the gangster, users are instructed to tilt their phone to the right, as a way of encouraging them to choose the right path in life. The closing screen seamlessly displays the movie trailer, and the CTA ‘Subscribe Now’. This directs users to the landing page, where they can begin their subscription to the streaming service to watch the movie.
Performics, which specializes in data-driven marketing worked closely with ZEE5 as their digital media agency for the promotions of Antim – The Final Truth. Performics strives to create distinct and memorable campaigns & strategically worked with the mCanvas team by leveraging multiple targeting capabilities to ensure we reached the right audience in USA and create a buzz around the digital release of the blockbuster movie.
Users are spending over 8 seconds on average, engaging with the creative. Speaking on the successful ad film, Pallav Jain, CEO, Performics added, “By putting users in the shoes of the main characters, we provided them with a glimpse into the storyline of the film. This approach not only proved effective in generating interest, but also established lasting recall. The success of the ad translated to an engagement rate of over 20X.”
“We are all about creating the best experiences for users in our mobile ads. For ZEE5’s Antim: The Final Truth, we pulled all the stops to create an industry disruptive campaign that leveraged our engagement solution. We seamlessly communicated the campaign narrative in a manner that is truly memorable,” concluded Lavin Punjabi, Co-founder, mCanvas.
