Use of Mobile
Client NGC India Pvt Ltd
Brand Nation Geographic Channel India
Agency Flying Cursor Interactive
Brief National Geographic Channel India was launching a new band of shows- Space Weekends – about the beauty and magnificence of space, with never-before-told stories.
We aimed to garner the attention of a niche, discerning audience, engage them with our communication and get them excited about our shows in an interactive and innovative manner.
Scale & Location
 Location/Platform: Our audience spends most of their time on smartphones so we kept our approach mobile-centric. We created a mobile optimised microsite with a space-quiz that gave people a chance to win a trip to the Kennedy Space Centre. And to drive people to this, we came up with an innovative rich media banner that used geo-location technology, and turned it into an experience that took them to outer space.
Cultural Context
 Location/Platform: Our audience spends most of their time on smartphones so we kept our approach mobile-centric. We created a mobile optimised microsite with a space-quiz that gave people a chance to win a trip to the Kennedy Space Centre. And to drive people to this, we came up with an innovative rich media banner that used geo-location technology, and turned it into an experience that took them to outer space.
Solution
 The audience we were targeting was consuming the majority of their content on their mobile phone. We started with a mobile optimised microsite with a space-quiz that gave people a chance to win a trip to the Kennedy Space Centre. And to drive people to this, we came up with an innovative mobile banner that used GPS technology, and gave people a taste of outer space.
Results:
  In just 3 days and with a budget of 50,000 Rupees our creative generated 2.65 Million Impressions, 1.01% CTR and 26,922 clicks.
Not only did we meet all our objectives, we surpassed them by a generous margin. Similarities between our campaign and
Insights:
 We realised that the audience of the show would be niche, much more so than other NGC shows. This audience would be smart and more picky about the content they consumed, while being curious in learning more on a variety of topics.