Amazon India: Sapno Ki Apni Dukaan

Source: MMA Smarties, Finalist, India, 2019

Downloaded from WARC

Amazon India, an e-commerce brand, increased transactions across India by bringing to life a fictional
cricket team to show how it makes dreams come true.

Amazon needed to build relevance across the country and make consumers realise the functional
benefits of shopping on the platform.
Each year, the teams in IPL pick a few lesser-known cricketers and give them a platform to
achieve their dreams, which instils belief into the minds of Indians that if they dream, they can
achieve anything.
Amazon brought to life a fictional cricket team, Chonkpur Cheetas, whose dream is to play T20I,
showing that Amazon understands Indians' dreams and gives them access to a variety of
products.
The campaign reached over 75 million people on social and garnered over 65 million video views,
leading to a 12% increase in online transactions.

Campaign details
Brand: Amazon India
Lead Agency: Interactive Avenues-A Reprise Network Company
Region: APAC

Strategy
Objective

Online transactors and non-online shoppers knows what Amazon is but don't realize its benefits. They are still
comfortable shopping offline. Hence, objective was to build relevance of Amazon in minds of these consumers
and make them realize of the functional benefits of shopping on Amazon and bring the behavioural shift.
Target Audience

Online transactors or shoppers who uses other Ecom apps but not Amazon.

Creative Strategy

Articles on Scoopwhoop kept the anticipation going on before the team launch. Team anthem launched on
Saavn, was later extended to radio channels. Inventory on Hotstar IPL live stream and YouTube popularized
videos which depicted benefits of shopping on Amazon (one stop shop, no cost EMI etc). Real time moment
based targeting on FB, content integration on Filtercopy were the first time ever. Social media manifestation
leveraged memes/tweets that were topical, also triggered conversations.

Each year, the teams in IPL pick few lesser known cricketers and give them platform to achieve their dreams.
The competition instils belief into crores of Indians that if they dream, they can achieve anything. Amazon brings
to life a fictional cricket team 'Chonkpur Cheetas' whose dream is to play T20I. It is not just a team, but reflection
of every Indian who has dreams but need support to achieve it. Amazon understands Indians' dreams and gives
them access to products which gives audience a reason to believe that Amazon is har Sapnon Ki Apni Dukaan.

Context

Each year, the teams in IPL pick few lesser known cricketers and give them platform to achieve their dreams.
The competition instils belief into crores of Indians that if they dream, they can achieve anything. Amazon brings
to life a fictional cricket team 'Chonkpur Cheetas' whose dream is to play T20I. It is not just a team, but reflection
of every Indian who has dreams but need support to achieve it. Amazon understands Indians' dreams and gives
them access to products which gives audience a reason to believe that Amazon is har Sapnon Ki Apni Dukaan.

Execution
Overall Campaign Execution

Multi-channel digital media mix was able to garner reach of 120 MN+ including audience on Entertainment,
Social, Cricket, Music. Content integration on Filtercopy garnered 5 MN views and 3Lakh+ engagement.
YouTube masthead was gamified to get the user engaged with it. A live stream of a series of mini videos
featuring celebrity guests helped us leverage their audience at no additional cost. Our social media approach on
Twitter during IPL live matches tripled estimated reach!

Articles on Scoopwhoop kept the anticipation going on before the team launch. Team anthem launched on
Saavn, was later extended to radio channels. Inventory on Hotstar IPL live stream and YouTube popularized
videos which depicted benefits of shopping on Amazon (one stop shop, no cost EMI etc). Real time moment
based targeting on FB, content integration on Filtercopy were the first time ever. Social media manifestation
leveraged memes/tweets that were topical, also triggered conversations.

Mobile Execution
Considering music and sports as two of the high affinity genres, inventory buy was done only on the mobile apps
of these publishers. YT masthead was gamified to get the user engaged with the communication. Since more
than 90% of YT masthead comes from mobile, it became one of the priority publishers for us and also delivered
around 90MM reach in a single day.

Business Impact (Results)

Context

New customer acquisition. Adoption among the online transactors.

Evaluation

120 MN+ media campaign and 75 MN+ Social reach. 65 MN+ video views, 2 MN+ audio clippings. 5 Lakh+
engagements across social platforms. Real time moment based targeting delivered 200% higher CTR than the
normal ad. Number of fans increased by 5 Lakh+ by the end of the campaign.

Market Impact

Adoption among the transactors and online shoppers increased by 12%.

© Copyright Mobile Marketing Association 2019

770 Broadway, 2nd floor - suite #224
New York, NY 10003
Tel: +1 646 257 4515

www.warc.com

All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing
company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically
either within the purchaser's organisation or externally without express written permission from Warc.