Encompassing over 100 world-class entertainment experiences, Imagica is set to own the space, as ‘India’s Biggest Amazement Park’. Via this new, differentiated brand positioning and supporting campaign, Imagica aims to break through the clutter by not only going beyond the concept of amusement, carving a niche for itself but also redefining and extending the scope of the existing ‘amusement park’ category definition prevalent in India.
The new brand campaign has been ideated and conceptualized to bring out Imagica’s extensive entertainment offerings. Extending beyond the thrills rides and thematic shows, a day at Imagica would also include high-energy acrobatic stunts, interactive dance performances, carnival akin character parade, street magic and lots more, fulfilling the promise that every guest stays entertained and amazed.
Emulating all of Imagica’s ‘amazing’ entertainment and vibrancy will be a young, dynamic, fictional character with a quirky personality- Doc. M. A. Zing. As the face and voice of the brand campaign, Imagica’s key, young target audience will easily relate to him.
The Media marketing mix is also a derivative of Imagica’s consumer segmentation which comprises mainly of on-the-go, media savvy ‘Young Adults’. Given their strong inclination towards being outdoors and heavy presence on social media, 80% marketing spends have been apportioned towards Out-of-Home (55%) and Digital (25%).
The never before and key innovative route leveraged, for the campaign are a set of customized, ‘Youtube Pre-Roll Ads’. Since customer interests on the digital world are varied, these ads call out the customer’s specific search or interest term like “movies”, “music” or “standup comedy”, and then go on to show Imagica’s amazing offerings.
