Amazon carries out activations at airports & corporate parks ahead of Prime Day

The objective is to capture visibility across top three metros - Delhi, Mumbai & Bangalore

by exchange4media Staff
Published - Oct 14, 2019 3:13 PM Updated: Oct 18, 2019 7:21 PM
TimeOOH

This year’s Amazon Great Indian Festival had seen the biggest opening ever selling smartphones worth Rs 750 crore within 36 hours of its opening, as claimed by Amazon spokespersons.

To amplify the festival this time, Amazon has once again chosen a unique outdoor activation to bring out the essence of Indian festivals.

Amazon’s Mini Mela activation has been planned across four key touchpoints and the objective is to capture visibility across top three metros - Delhi, Mumbai & Bangalore. The set-up included a life-size ferry wheel and an uncommon selfie point with a branded autorickshaw at all the chosen locations. The 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. Prioritisation of touchpoints was given on the basis of their premium-ness; airports, metro stations, malls & corporate parks were hence chosen. As metro stations observe higher footfalls during weekdays, a 5-day 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.

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