Between August to September 2018, India witnessed the launch of smartphones from the seven biggest players in the market. In such a scenario, how does one stand out? Flipkart Ads stepped in to help Vivo launch the V11 Pro with a mega awareness campaign building up to the first day of sale on Flipkart.
The overall objective was to not only stand out but also excite and engage the consumers.
Phase 1: Intrigue
Objective: Lead Generation
The V11 Pro left no stone unturned in their quest to grab eyeballs on Flipkart.
Using Aamir Khan as the brand ambassador, a series of creative banners were created to showcase the USP of the phone - the in-display fingerprint scanner. Moreover, the campaign used premium visibility on Flipkart’s homepage to ensure that all Flipkart visitors were reached. The users were also able to avail the option of being notified the moment the phone was launched.
Phase 2: Build up
Objective: Engagement through games
Duration: 1 day, on the last day of the Intrigue phase.
Across categories, Flipkart Ads has seen that consumers love to engage with a game construct.
In this phase, gamification was used as a differentiated engagement lever. Hence, a gadget-based quiz was constructed on the homepage for V11 Pro, with the incentive of five brand new V11 Pro as give-away to winners. Simple questions and attractive incentive for winning led to a highly engaging construct for V11 Pro. On the game day, the number of actions on the game banner was 3 times the estimation and Vivo V11 Pro was trending on Google Search.
Phase 3: Live launch & Pre-order
On launch day, Flipkart allowed users to watch the live webcast of the launch on the homepage’s first widget. Once the webcast ended, the high impact banner was used to drive pre-orders of V11 Pro with special price offers for early bird users.
With constant sustained visibility, Vivo’s end of the funnel metrics showcased order numbers much higher than estimated numbers. The campaign was so successful that Vivo implemented the same strategy for their next launch of the V15 pro!
Get one step closer to becoming an advertising pro today: https://brands.flipkart.com/
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