OBJECTIVE
The Angry Bird Movie required effective ambient promotion which would effectively get maximum eyeballs.
The idea was to introduce the characters to potential audiences in their day-to-day environment.
Also, it was felt that multiple ambient channels should be utilized in the same environment to reinforce the message and facilitate recall.
SOLUTION
We populated the famous pigeon feed area near the Gateway of India and the iconic Taj Mahal Hotel with many 'Angry Birds'.
It was as if the pigeons and angry birds were co-feeding, in a never-before-seen visual spectacle.
To facilitate greater interaction, we literally let 'Angry Birds' loose in the city! They mingled with the people and commanded every eyeball!
It was a traffic stopper!
Speaking of traffic
the STOP signals got angrier than usual and took everybody by surprise!
IMPACT
An estimated 12 lakh people witnessed the campaign.
Online amplification widened the audience to about 18 lakhs.
There was a lot of word-of-mouth, press coverage and online reporting.
The activity escalated the awareness and anticipation for the movie and it opened to packed theatres.