1. Case Study – Big Bazaar
BUSINESS CASE
Big Bazaar is one of the key hypermarkets in India whose mission is to cater to every
need of a family. The chain wanted to leverage long weekend that included a public
holiday to promote their “Public Holiday Sale”. The objective was to promote various
offers in an innovative way and thus drive footfalls during this special sale.
SOLUTION
In a bid to create buzz around the Public Holiday Sale,
the print ad of Big Bazaar was augmented to deliver
vouchers, information pertaining to offers at
consumers’ finger tips. A communication was printed
as part of the ad to prompt users to engage with the
ad through their mobile. Users could participate in
simple contest to win themselves a voucher, access
special offer details and could also watch the
promotional video. Additionally users could connect to
the brand on their social media in just a click.
RESULTS
The engagement recorded through POINT far exceeded the reach and connect through
all other media. Around 11,000 engagements were achieved during the campaign. It
was observed that a majority of the users who viewed the Widget “Play Contest to Win
Gift Vouchers” participated in the contest. The duration and content of the promotional
video resulted in higher reach followed by Facebook connect.
HIGHLIGHTS
The campaign demonstrated how a static print ad delivered value to a brand like Big
Bazaar that has vast offerings for their consumers. Integration of mobile to deliver
vouchers and offers ensured that the consumers walking in to the store are better
informed about the offers available, helping them make an informed decision. The
promotional video delivered as part of various engagements ensured greater impact. The
campaign communicated offers across different consumer products and thus was
perceived to be a one stop solution for all the members in a family.
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