Brand Factory Launches a Digital IP, Brand Stock Exchange (BSE)
The online bid will be live for 24 hours and the costumers will get a chance to trade and grab products at the most discounted rates.
Future Group’s retail discount chain, Brand Factory, is renowned for providing 20-70% discounts on top brands. To further amplify their positioning as the discounted outlet, the brand has launched their digital IP, Brand Stock Exchange (BSE) announcing discounts in a bidding format. The online bid will be live for 24 hours and the costumers will get a chance to trade and grab products at the most discounted rates. BSE is one-of-a-kind concept that any of the fashion apparel brand has introduced so far.
BSE’s online bid will be hosted on the landing page of the brand’s website and their Facebook & Insta handle on 3rd September 2019. 12 top-notch brands will be displayed on the listing and the additional discount (over and above the in-store discounts) will keep fluctuating. The audience will have to claim their favorite brand/s at that particular discount.
The campaign is launched on the digital platforms such as Facebook, Instagram, Twitter, and third-party platforms. Various influencers will talk about BSE and create hype about the promo on their Instagram handles. A tutorial video has been shared by the brand to educate the consumers and explain the concept of BSE.
Speaking about the ‘BSE’ initiative, Roch D’Souza, CMO, Brand Factory said, “We are excited to unveil the BSE campaign. The idea is to bring in the greed and urgency for the offers, which instigates the consumers to pre-book on the basis of their most desired offers. For the first time, India gets a chance to decide the discount on their favorite brands. We are using multiple legs from media to Influencer campaigns for creating a buzz. The aim is not just to educate consumers about the concept but engage with them.”
Ashish Rana, Business Head, IdeateLabs said, “It is a buzz-worthy campaign that we are forging for Brand Factory. The communication approach of Brand Factory is always young, quirky and smart. To carry this forward, the communication plan comprises of memes for educating the audience, giving them the feeling of FOMO and instilling greed to grab great discounts.”