To trigger search of movie session times on Google through mobile it was essential to remove a critical element connected with this local search itself - the movie times!In India, people on the go find out movie session times through printed cinema schedulers that are distributed by cinema chains across all their cinema hall counters from where movie tickets are sold. During the holiday season, when footfalls at movie halls are at their peak, a shock awaited movie-goers who visited the halls where we demonstrated our “moment of truth” insight.

In a first-ever, for an entire month in 6 metros across 4 different and large chains of multiplexes (Cinemax, Fun Cinema, Big Cinema and Fame), we removed the movie times from all cinema schedulers and urged people to initiate mobile search to find the movie session times.An integrated campaign using TV, digital and cinema reinforced the message of the ease of mobile search through Google.

We have given advertisers a template to turn their static advertising on cinema schedulers to a dynamic mobile experience for consumers.200,000 people made the ‘mobile move’ by searching for the movie timings on Google mobile on the spot.2,300,000 participated in our physical ‘how to do it’ demonstrations where we showed consumers how to execute a local search on Google mobileGoogle experienced a 5 time increase in local search queries within four weeks of activity (Source: Google)The ‘likelihood’ to use Google mobile for movie search increased to 95% from 62% after this campaign. (Source: Millward Brown Study)