Flipkart is leaving no stone unturned to ensure the success of its upcoming annual sale, Big Billion Days. Moving away from the tried and tested route of traditional advertising, Flipkart has launched a digital campaign with DentsuWebchutney for the sale. The campaign, comprising a 360-degree video, is an interesting mix of advertising and treasure hunt.
As the lead character in the film says, it’s a “game disguised as a 360 video.”
Taking from the campaign theme, ‘Ab itne mein ITNAAAA milega’, the activity maximises the experience of the user by packing in a treasure hunt within the 360 video. The 360 video shot within the Flipkart head-office, gives users a tour of several conference and meeting rooms, the movie and music themed floors, the lobby arena and more. Across the locations, offers are hidden on a poster on the movie floor, on the T-shirt of a busy employee passing by, and others. Users have to spin their phones, spot these offers and screenshot them. The screenshots of these offers have to be shared back with Flipkart in exchange for grand prizes.
Speaking about the new campaign, Shoumyan Biswas, Vice President – Marketing, Flipkart, said, “For us engaging with our users with a compelling story is as important as sales. We constantly like to push the frontiers – be it with our service, technology or consumer engagements.”
The 360 video hunt capitalises on the internet eyeballs grabbed by The Big Billion Hunt (India’s first Instagram tag-innovation) carried out last year. This year again, the medium has been optimised to the fullest to give users a novel experience within a known format.
PG Aditiya, Creative Director, DentsuWebchutney, added, “The more creative your idea, the more peculiar its problems. 360 as a technology hasn’t progressed too far yet, and we were experimenting with form which had little precedence- gamification within storytelling using 360. There were tons of roadblocks but as it’s always the case, the output was worth it. For Indian digital creatives, it’s a pretty big step in the right direction- with the potential of interactive video using tech that social gives you."
Commenting on the campaign, Prashant Gopalakrishnan, Associate Vice-President, DentsuWebchutney, said, “The Big Billion Days has always been special for DentsuWebchutney. And checking out the best offers is the happiest moment for the user – because that’s when he realises that the brands he has been longing all year long now fall straight in his budget. We wanted to make this moment as exciting for the user as we could.”