Amazon’s Great Indian festival 2019
This year’s Amazon Great Indian festival had seen the biggest opening ever as claimed by Amazon spokespersons and has already sold 750 crores worth of smartphones within 36 hours of its opening. To amplify the festival this time, Amazon has chosen an outdoor activation to bring out the essence of Indian Festivals, in association with Times OOH and Rapport.
Amazon’s Mini Mela activation has been planned across 4 key touchpoints. The objective was to capture visibility across top 3 metros – Delhi, Mumbai & Bangalore. The setup included a life-size ferry wheel and an uncommon selfie point with a branded Autorickshaw at all the chosen locations. Engagement also involved one-minute games such as puzzles and memory games. The winning participants are eligible to avail Gift Vouchers to shop & redeem on Amazon.in. Gratifying the audience in this manner has the potential for actual sales conversion and also positive word-of-mouth.
Then, it is natural for this Activation to have already gathered tremendous response thus boosting the overall performance of the festival. Participants took to social media to post about the event.
This choice of location was driven by the footfall numbers. Prioritization of touchpoints was given on the basis of their premium-ness; Airports, Metro stations, Malls & Corporate parks were hence chosen. Amazon has taken a 10-day presence at Times OOH Airports as the target audience relevance creates good awareness & visibility. As metro stations observe higher footfalls during weekdays, a 5 days presence from Mon-Fri was decided upon to build awareness. For Malls, the activation was planned exclusively for the weekends for similar reasons. As far as Corporate parks were concerned, studies indicated higher employee engagement from Wed-Thursday. Hence the said duration was chosen
Speaking on this, Rohit Chopra, Chief Operating Officer, Times OOH, remarked, “Times OOH properties are popular for their high and concentrated footfalls. Whether it’s Mumbai Metro with its 9 lakh daily riders or Mumbai Airport with 5 crore annual passengers. Their affluence and affinity towards online shopping and sale of this nature is crucial to be tapped and Amazon has understood this very well. At Mumbai Airport, for instance, 89% of all passengers use shopping apps. Moreover, Amazon’s concept is so vibrant that it makes sure to catch attention and drive engagement.”