Be smart when buying a smartphone, advises Flipkart in its new campaign
The campaign brings out the inconvenience customers go through before their purchase and even when they do settle for a phone, they may not always be getting the best deal for it
Published - 26-August-2017
Smartphones are a basic necessity today and consumers spend a great deal of time researching on what’s the best model suitable for them. Most consumers often end up questioning their decision when it comes to a smartphone purchase, as they can never be sure if there is a better deal on the phone elsewhere. This peculiar problem is solved by Flipkart, as users can be sure that they will get the best features in the required budget as well as the convenience of exchange, from the comfort of their homes.
To help consumers make an informed and a smart decision before purchasing their phone, Flipkart has unveiled its latest campaign that promotes Flipkart as the one-stop platform to buy a phone. Conceptualised and executed by Lowe Lintas Bangalore, the campaign brings out the inconvenience customers go through before their purchase and even when they do settle for a phone, they may not always be getting the best deal for it. They can avoid all that and make a smart choice by shopping on Flipkart. That’s because on Flipkart, shoppers are assured of best features at unbelievably low prices and hassle-free exchange at great prices.
Explaining the rationale behind the campaign, KartikeyaBhandari, Senior Director, Brand Marketing, Flipkartsaid,“Amongst ecommerce portals, Flipkart is the market leader in the smartphone category and being a market leader, it is our responsibility to further grow this category online. In order to do so, we looked deeply at the offline consumer purchase behaviour of smartphones and the pain points associated with the same. We realised that there is a clear difficulty in finding that “one place” where you get everything right – a range of phone models, the latest features, exchanging the old phone and of course, getting all this within the right budget. This makes consumers feel that despite the effort put in, there is always another place they could potentially get a ‘smarter’ deal.
“Basis this knowledge we crafted our offering which would allow us to showcase the ‘smart’ in smartphone shopping. Hence, we created the campaign ‘Be Smart. Buy Smartphone only on Flipkart’. The idea being that when you buy a phone on Flipkart, you can be sure you are getting the best features in your budget as well as the convenience of exchanging your old phone at great prices, right at your doorstep.”
The campaign comprises two films that depict the choices that consumers make before they buy a smartphone and how Flipkart is the best solution for making the smartest choice. In one film, the protagonist goes on to brag about a new phone that he has purchased which contains all the latest specifications. But his claims take a beating when he is made to realise by his friend that he has paid a hefty sum for the phone as compared to what is being offered on Flipkart.
Gym (best features at unbelievably low prices):
In the second film, the protagonist is shown talking about how he spent a lot of time and effort in finding a good selling price for his old phone. His friend mocks him for not choosing to exchange on Flipkart where he would have gotten a good deal, all from the comfort of his home.
Massage (hassle-free exchange):
Highlighting the campaign thought, Rajesh Ramaswamy, Executive Director, LoweLintas said, “People love to show off their latest smartphones. They are also usually confident that they’ve got the perfect exchange price for their old phones. Working off these insights, we decided to set the latest Flipkart mobiles campaign in a gym – a place where there is usually no shortage of people looking to show off more than just their muscles! Across two films, the gym stud who is proud of his new phone and the guy who’s confident that he’s got the perfect exchange price for his old phone, have their bubbles burst by their savvy friend, who knows that the smartest way to buy smartphones is on Flipkart.”
The campaign has been launched online across popular social platforms and has been receiving upbeat feedback from consumers.
Client:Flipkart Internet Pvt. Ltd.
Team:ShoumyanBiswas (CMO, Brand Marketing), KartikeyaBhandari (Sr. Director, Brand Marketing), Lucky Saini (Senior Brand Manager), SmritiAdvani (Brand Manager)
Agency: Lowe Lintas Bangalore
Creative team:ArunIyer, Rajesh Ramaswamy, UjjwalKabra, Kishore Mohandas, Arpan Bhattacharya, NischalThapa, Praveen Sekar
Account Management:Hari Krishnan, Anand Narayan, ParshuramMendekar, JayendraKatti,
Planning: S. Subramanyeswar, Kunal Joshi, Ajay Ravindran
Production House: Coconut Films (NupurGuha, TusharRaut)
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