*Mandatory Fields

Company Name [Client]* Flipkart

Contact Person Name [Client]* Shreyansh Modi

Designation [Client]* Head – Affiliate Marketing & Alliances

Email Id [Client]* shreyansh.m@flipkart.com

Phone No. [Client]* +91 8050190076

Social Media Handles – Twitter, Facebook, LinkedIn, Instagram [Client] (Use comma to separate handles)

NA

Company Name [Agency]* VEVE

Contact Person Name [Agency]* Aparna Kulkarni

Designation [Agency]* Marketing Director

Email Id [Agency]* Aparna.k@affinity.com

Phone No [Agency]* +91 7875082648

Social Media Handles – Twitter, Facebook, LinkedIn, Instagram [Agency] (Use comma to separate handles)

NA

Entry Name/Title (Will appear on Trophy if the entry wins) (Max 60 characters)

Best Trend/Moment Marketing

PLEASE FILL IN DETAILS ABOUT THE CAMPAIGN

About the campaign in brief [marketing challenges and objectives]

Objective: Flipkart, one of the largest Indian e-commerce platforms with products ranging from electronics, fashion to groceries & essentials,

was looking to reach out to a host of new & their current users after the initial Covid-19 national lockdown was lifted. Challenge: This had to be done in cognizance of the green, orange & red zones announced by the government.Hence, the campaign communication needed to be dynamic,location-specific,and contextual.

About the idea/solutions/innovation of the campaign

Flipkart, being a seasoned marketer has been known for its innovative approach to advertising. However, this time, the solution demanded an approach which was different from the traditional campaign formats with the duopoly. Idea: VEVE came up with multiple high engaging, location specific & product-first ad formats to ensure Flipkart was presented to the audience placed across various green & orange & red zones respectively with campaign communications that corresponded to a list of items allowed for delivery by government. Solution: Tiles – A Flipkart tile was placed on Browser start pages across all OEM/browser partners nationally. Based on the city & state, consumers were redirected to essentials /non-essential items’ product pages within the Flipkart mobile site.

Notification Ads – We used VEVE notification ads to promote Flipkart and its offerings (essentials for red & orange zone & all categories for green) via our OEM/browser partners, using location intelligence to contextually target audiences from green /orange/red zones with relevant product-driven communications as they moved from one zone to another. Veve Custom Ads: Promoting Flipkart banners, on applications owned & operated by OEMs. Innovation: VEVE partnered with multiple OEMs, browsers with an intent to help Flipkart reach 200 million consumers via our consumer base to ensure delivery of essentials items during the quarantine.

1. Based on the location (city ,state) of the user, relevant Flipkart products were promoted.

2. The communication was revised regularly for specific locations as the quarantine status of the zone was updated.

3. The messaging was further tailored based on the smartphone device type(Price, OEM brand) owned by the user.

This innovation helped us connect Flipkart to millions of Indian consumers, who were depending on online delivery for their daily needs.

About the execution of the campaign VEVE has partnered with a wide variety of OEM partners & browsers globally. By virtue of this, we are able to target around 89% of Indian smartphone users. Across these platforms following activities were carried out :

1. Establishing a daily baseline communication matrix between Flipkart & veve to align on start/stop activity across states & cities in India

2. Daily creative design efforts

were carried out by the Veve team based on product availability in specific locations.

3. Essential products such as

sanitizers, masks, groceries were promoted on top priority which was critical in the Covid-19 lockdown times.

About the results of the campaign [Quantifiable achievements/reach/impact/recognitions]

Through this campaign, in just the first 30 days after the national lockdown, Flipkart was :

1. Able to reach over 200 million Indian consumers across the red, green and orange zones.

2. Over 5 million consumers chose to engage, due to high engaging formats used.

3. A total of INR 10 cr+ of sale was driven for Flipkart during the lockdown period

4. Out of over 50,000 products

delivered, 38,000 were essentials delivered to red zones, which helped their customers get access to essential products during the lockdown.

About the content of the campaign Tiles 1.OEM

2. Browser

Keyboard

2. Notification Ads Essentials & Groceries (Red & orange zones)

For green zones

3. Custom ads

URL/links of the site/webpage with password, if any

NA

Video/YouTube link (Use comma to separate multiple links)

NA

Upload logo (300x300 pixels) and supporting materials(OPTIONAL) (Maximum 4 files can be uploaded) File Formats to be uploaded :- .doc,.docx, .ppt, .pdf, .jpg, .png, .gif,.mp3,.mp4,.mov, .wmv, .mpg, .swf Maximum file for Text/Doc/Pic files is 4 mb and for Video/Animation is 10 mb