VMLY&R India and Big Bazaar leverage moment marketing for Diwali
The films use Facebook’s new short video format to convey a lot in a very short time and look at different tension points that shoppers have at different parts of a store
Purse strings are tightened, discretionary spending has reduced and people are turning more budget-conscious in these times. Shoppers all over the country are facing a situation where tight budgets are coming between them and their holiday wish lists. This situation gets compounded during the festive season when the desire to splurge is higher and can be seen in the little acts of frugality; from putting that extra bar of chocolate back on to the shelf or crossing out an item from one’s shopping list, just to stick to one’s budget.
This festive season, VMLY&R and Big Bazaar hacked into Moment marketing by expressing these moments of frugality in through frugal storytelling. It manifested in the form of a series of Thumbstopper films to remind customers of where they can fulfil their festive shopping desires. Extraa Wali Diwali is a digital campaign that tells consumers not to hesitate or hold back during their festive shopping, because of the great offers they can find at Big Bazaar.
The films use Facebook’s new short video format to convey a lot in a very short time and look at different tension points that shoppers have at different parts of a store.
Abbas Mirza, Associate Creative Director, VMLY&R said, “These films are a product of mapping the customer journey in-store, including how consumers interact with their mobiles while shopping. In this world of connected consumer experiences where offline shopping can be influenced in real-time by online ads, we used Facebook’s new storytelling platform for Extraa Wali Diwali, which tells people they don’t have to hold back because of the great offers available. Through this campaign, customers realize they no longer need to juggle between indulging themselves and being mindful of their budgets during festive times, solving a conflict for the consumer as well as for our client
Pawan Sarda, Group Head – Digital, Future Group said “Festival is one of the most important consumption periods for the retail sector. We want to let our customers know that Big Bazaar understands their needs & has the right offers to make their Diwali Extra special. We took the route of ‘Thumbstoppers’, which is native to Facebook, & through real-life instances built short stories that move to bring out the action.
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