‘Modern Love’ is an anthology series inspired by the weekly column of The New York Times. It celebrates love in all its unique ways through different relationships and shows how it is ever-evolving in modern times. Amazon Prime Video, one of India’s leading OTT services, brought this love home with ‘Modern Love: Mumbai’. 6 stories woven together are set in the city of dreams i.e. Mumbai, which promises to deliver the same wholesomeness as the earlier New York editions.
Hence, the objective was to drive awareness about the new series, build the show’s affinity among the audience and spread love across Mumbai.
Challenge & Objectives:
The biggest challenge was to get the ever-bustling city of Mumbai come to a pause amidst all the chaos, and experience the love around them. For the campaign, we set a clear goal – driving awareness about the new series, building hype and engaging people to share their idea of ‘Modern Love’.
As Twitter is best known for conversations, we aimed to leverage it and get Mumbaikars to share their #ModernLoveStory across the internet. These warm and wholesome tweets were then plastered across the digital screens and hoardings in the city.
Strategy & Execution:
Throughout the ages, our expression of love and its portrayal has evolved. We reckoned that the millennial population was the perfect audience who has witnessed this shift closely and understands it. Which is why they were invited to share their versions of the ‘Modern Love Story’ on twitter as it is a conversational platform. Further, when showcasing the tweets on digital screens across Mumbai, around 90 locations were handpicked, based on the high frequency of traffic composed of the campaign’s target audience.
1. A tweet from Amazon Prime Video India’s Twitter handle initiated the conversation around people’s unique idea of ‘Modern Love’.
2. People were quick to flood twitter with their warm, heartfelt sentiments on ‘Modern Love’.
3. These tweets were then spread across 90 handpicked digital screens all over Mumbai where the intended audience was always on the move.
4. These locations included Mumbai’s International Airport, several key Metro & train stations, the big malls, etc. It captured the attention of the commuters and made them pause and experience the love around them.
Impact OR Results
The campaign garnered a cumulative engagement of 12.6K, while our Digital Hoardings helped us capture 170K+ impressions and a reach of 11.08M.
Around 200+ people and more than 36 brands like Swiggy, Durex, boAt, Asian Paints, Mumbai Metro, Royal Opera House Mumbai, Domino’s, participated and shared their #ModernLoveStory.
The campaign was further covered on leading aggregators like Social Samosa and Mad Over Marketing.