Primesite's BEN 10 OOH Ad campaign gets massive commuters eye balls

Primesite (Out-Of-Home Solutions), a Strategic business unit of Mudra Max ( Integrated Engagement & Experience) agency of the Mudra Group, witnessed enormous attention grabbing commuter's eye balls with their creative OOH innovation executed for Cartoon Network, India's no. 1 kids' channel.

Cartoon Network celebrated the awesome date in the history ' 10.10.10 with the regional launch of Ben 10: Ultimate Alien. To celebrate this troika of 10.10.10, the kids' channel rolled out an ultimate campaign revealing Ben's mysterious new Ultimatrix and never-before-seen ultimate versions of his most powerful aliens.

The campaign which started on 1st October 2010 had an overriding objective to launch Ben 10: Ultimate Alien on 10.10.10. (October 10 at 10:00 a.m.) on Cartoon Network and create buzz. The outdoor campaign created by Primesite made a series of huge cut-outs of Ben 10: Ultimate Alien. The significance of this campaign was that each day the billboard had a new set of aliens been put up along with LED countdown timer leading to 10.10.10, which helped generating immense curiosity among the target audience. The enthusiasm was taken a notch higher when the cut-outs of Ben 10 with his new Ultimatrix appeared together on 9th October'10.

Ben 10 ultimate aliens were customised on a sequence of Backlit pole kiosks near the busy arterial route of Juhu. Primesite exclusively emphasised this campaign through Billboards & Pole kiosks. The innovation was executed in Mumbai covering Mahim causeway and Juhu respectively thus giving it a realistic feel.

Discussing the innovation, Mandeep Malhotra, President Max OOH said, "Innovation and creating disruption was the key focus for the outdoor campaign. Our challenge was to celebrate the unique 10.10.10 day as Ben 10 day in an innovative and effective way on the traditional OOH format ' the billboard & pole kiosks. "

"Cartoon Network gave hero experience to its viewers as it went ultimate with the launch of Ben 10: Ultimate Alien series on 10.10.10. Extending this experience, we collaborated with Primesite to create innovative billboards and hoardings ensuring 10 times more impact and excitement" said Monica Tata, Vice President and Deputy General Manager ' Entertainment Networks, South Asia, Turner International India Private Limited (TIIPL).