Ms. Laxmi Hariharan/Marketing Director-Asia/Hallmark Channel - To build awareness about a new series being premiered on Hallmark Channel- To generate interest about the series.- To create excitement among the TG. The idea was to capitalize on the Oscar fever that had griped the entire nation, as an Indian entry had been selected after 30 years. The series is called “Mcleod’s Daughters” and is known to be ‘An All Women Western’. The series was being premiered just two days before the Oscar ceremony. This being an English series, which is not the national language of India, the goal was to reach the relevant English speaking population, specifically from the metros. The movie section of Rediff.com & the home page of Mantraonline.com were selected, as these two had extensive information about Oscar nominees. The requirement was to think & implement something that was never-heard, never-done earlier. The key media idea was to “capture” the entire section of the website. Internationally known as “Shohskele” and locally as “Site Capture”, this idea primarily includes a borderless advertisement, which loads before the relevant page is downloaded on the PC screen. The preferred format is Macromedia Flash as it brings crisp images with smooth flow.The selected dates for this activity were March 22, 2002 & March 23, 2002 viz. a day before and on the D-day of the premiere. On these days, anyone ‘clicking’ on the Movie section of Rediff.com or Mantraonline.com would be shown an advertisement specially created for the premiere. This advertisement would run for about 8 to 10 seconds before vanishing and displaying the destination page, viz. Movie Section/ Home page. The hype around the Academy Awards had made this section popular among those interested in the English movies, which was the TG to be reached. A ‘click’ on this advertisement led the user to a micro-site specially developed to showcase the details of the TV series, like the synopsis, cast & storyline, images etc.The idea resulted in a click-through rate of 24% as against an industry average of 0.5%, just to show the magnitude if response. - Understanding the TG behavior.- Knowing what alternative medium does the TG follow avidly.- Decide on the right medium.- Decide the right activity to provide awareness. - Never tried by any TV series earlier- Breaks the myth that Internet is not the right medium for creating awareness.- As it is not just a great idea but has delivered beyond imagination

- Understanding the TG behavior.- Knowing what alternative medium does the TG follow avidly.- Decide on the right medium.- Decide the right activity to provide awareness.