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4 Cr
Impressions
5.27%
Action rate
5X
Jump in Laptop sale

Objective

Micromax wanted to promote it’s ‘Hero’ products of each category and measure uplift over traditional advertising channels. Distinctive yet cohesive communication on price, features across TV, laptops, mobile & tabs to one of the biggest transacting base for a day exclusively.

Solution

Since Micromax wanted to talk about it's hero products, feature & price along with imagery all at same time, Brand stories format was used as the key theme in the media plan. Campaign ran for a day on Flipkart’s Home Page and Brand Stories on Mobile App. A day was dedicated to cover all the touchpoints together which a customer would visit on flipkart.com right from desktop to mobile.

Outcome

5X jump in laptops sold, 20x jump in mobiles, 5X jump in tablets and 4X jump in TVs was observed through advertising. Over 4 crore impressions were delivered across all medium types. Success of the campaign can be validated by high action rate of 5.27%. Case Study 03052016_Page_6

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