"SORRY GIRLs!"-Wacky But Effective

The competition in the genre of English Movie channel is increasing, wherein every channel is trying to be on top by showcasing movies, premieres and so and so forth. This is where Sony Pix-the Hollywood Blockbuster Movies Channel owned by Multi Screen Media Pvt. Ltd tied up with Windchimes Communications to craft a unique campaign strategy. Their campaign is named ‘SORRY GIRLS’.

The name itself surprises everyone and so the idea behind it had to be unique. Transporter series is all about cars, action & girls   which of course is male oriented content. Therefore, the entire thought of SORRY GIRLS, asking the girls to be ready for their guys would to be away for some time now.
The easier route to this campaign would have been to highlight these factors and talk directly to the guys. Instead of choosing the conventional route, Windchimes employed the reverse psychology and aimed the girls. The insight here was that when girls talk, guys listen more. Therefore, Windchimes, took this strategic thought ahead & developed a set of videos to build up the curiosity.

On how did this thought come up and he says, “Girls love attention. And when they don’t get attention they go mad and vent it. Nowadays social media is the biggest stress buster, so the idea was to drive conversations through this and magnetize guys’ attention.”

The videos showed the girls reacting to their guys’ ignorance and enquiring about the mystery behind 25th Jan. The revelation of the premiere of the transporter series led to a huge response later on.

The brief given by the client was to create a buzz on Social Media for Transporter series that was to be launched by Sony Pix. In this new series Jason Stathom was replaced by Chris Vance. Hence, the brief was to keep the focus on the focal attraction of the series. 

Himmat Butalia, Marketing Head, SONY PIX says, "The campaign works on the principle of reverse psychology, wherein to target men we started a conversation with girls. Since the central message is Sorry Girls, boys on Facebook and Twitter were even more curious to know what the apology was for.” Which, of course, was SONY PIX apologising to young girls for keeping their boyfriends busy with the channel.

Further Himmat says, “Partnering for a project like this with Windchimes, which comes with the experience of handling multiple brands across verticals gives us the comfort that we will be able to monitor the responses to our marketing strategy through Social Media.”

Nimesh Shah, Head Maven, Windchimes commented on the same, “Working with a popular Hollywood Movie channel like Sony Pix on this project is a wonderful opportunity. Social Media is all about conversations, so when we received the brief for this project we instantly thought of ‘Sorry Girls’. Evolving from the conventional way of marketing and branding, this campaign is where we made great effort to sync two different mediums-television and online space. A completely new aspect of marketing in this era, we thereby took it ahead with ‘Sorry Girls’ campaign.
He further indicated that this milestone is just the beginning and an approach which the channel has taken to communicate through social media will be immensely prolific in times to come. Shah told us that the complete campaign was initiated and taken ahead with minimum investment. The campaign was promoted through Facebook advertising of selected posts, series of whacky videos and compelling imagery.