Amazon at your Doorsteps - Presents - INMA
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Presents Amazon at your Doorsteps
“India….the most fascinating market for the internet on the planet.” Mary Meeker
9 of the 10 new internet
Languages users will be language users.
driving
User Non-English content
consumption is growing at
Growth 5 times faster than English
content on Google.
Source :Indian Languages – Defining India’s Internet, KPMG-Google Study, Apr ’17
Hindi Hindi users projected
leading to reach 201 mn will
amongst overtake English
languages users by 2021.
Source :Indian Languages – Defining India’s Internet, KPMG-Google Study, Apr ’17
67% of 483 mn Hindi
Hindi speakers are from the
Heartland Hindi Heartland
mobile users
to rule the 99% of language internet
Internet users access through
mobile devices
Source :Indian Languages – Defining India’s Internet, KPMG-Google Study, Apr ’17E-tailing use by Hindi
internet users set to
grow 4-fold from
19 mn in 2017
to 75 mn in 2021
Source :Indian Languages – Defining India’s Internet, KPMG-Google Study, Apr ’17188 mn Hindi speakers in Uttar Pradesh– the largest Hindi market in India
188 mn Hindi 50 mn Internet
speakers in Users in Uttar
Uttar Pradesh– Pradesh– the
the largest 2nd largest
Hindi market in internet
India subscriber
market in India188 mn Hindi 50 mn Internet 172 mn Mobile
speakers in Users in Uttar subscribers in
Uttar Pradesh– Pradesh– the Uttar Pradesh -
the largest 2nd largest the largest
Hindi market in internet mobile
India subscriber subscriber
market in India market in India188 mn Hindi 50 mn Internet 172 mn Mobile
speakers in Users in Uttar subscribers in
Uttar Pradesh– Pradesh– the Uttar Pradesh -
the largest 2nd largest the largest
Hindi market in internet mobile
India subscriber subscriber
market in India market in India
Uttar Pradesh was readyBut not ready ?
Because
Uttar Pradesh had 2 types of people
Uttar Pradesh had 2 types of people Online Shopper Mr Jaiswal He had Email Facebook Instagram & Netflix too..
Uttar Pradesh had 2 types of people
Online Shopper Mr Jaiswal Normal Shopper – Mr Pandey
He had
Email
Facebook
Instagram
& Netflix too..
The smartest thing he did on his
Smartphone was a little bit of Whatsapp
with his son’s helpThere were more Mr Pandey and less Mr Jaiswals
Mr Pandey was aware that Mr
Jaiswal shopped on Amazon
Aha !
Huh !But Mr Pandey wasn’t convinced
and would not shop online
No
WayHe needed Credibility
Will I get the
right quality? Will the price
be right ?
How do I know
who is genuine What if I get
and who is a something that
fraud ? doesn’t meet my
expectations ?He was scared of
transacting online
There’s so much
fraud happening If they can hack
….How can I give Citizen Identity
out my credit Data, they can also
hack my Bank
card number
Account
online ?He wasn’t Tech Savvy & he wasn’t
comfortable with English language
used in Apps
I don’t know It’s too complicated to
English, and All download, use,
these apps are in browse through
English options, order, pay
and track delivery.
Our neighborhood
shop is easy and
convenient enoughAmazon needed a solution to break through the mindset of Mr Pandey
Amazon needed a solution to break
through the mindset of Mr Pandey
While brand awareness
was not an issue, we had
to address the 3 larger
challenges
2
Lack of trust
on online shopping
3
1
Limited comfort in
accessing the content
Lack of CredibilityIf Mr Pandey was not going
online to shop on Amazon we
decided to take Amazon to his
doorstep.This was the idea that led to our campaign
“Amazon at your doorstep”Co-Branded Dainik Jagran and Amazon Van: This van with promoters would 1 cover 2 locations per day for 15 days across the 10 largest cities.
Newspaper to Announce Van location and timing: Advertisements released in
2 Dainik Jagran announcing the van locations and timings for the day in each of the 10
cities.Online Shopping Demo: A demo of shopping on Amazon was given by either a 3 promoter or an existing Amazon Customer from the locality
Appointing Amazon Brand Ambassadors: An existing customer from the locality
4 was made the Amazon Brand Ambassador to “evangelize” shopping on Amazon. We
created 300 brand ambassadors to evangelize Amazon.Wifi Hotpots to download app and experience: A wifi hotspot was created at each
5 location for people to easily download the Amazon App. About 30% of the people
downloaded the Amazon AppOn-the Spot gratification: Through the campaign we distributed 580 Amazon Gift 6 Vouchers based on App download or shopping on Amazon.
Campaign Magnification through Content Integration: The next day’s paper carried
news of Amazon ambassadors, dispelled popular myths and misconceptions around online
7 shopping, wrote about ease of payment, about secure online transactions, about the choices and
deals and ease of online shopping. We created 40 Full Pages of editorial content. This created the
environment for online shopping.Campaign Promotion: Campaign promoted through Print ads, 50 Outdoor hoardings, 1326
8 Radio spots, 6,00,000 pamphlet insertions in newspapers, 600 Banners and 2000 posters across 10
cities.
Outdoor
Banners
PostersCampaign Promotion: Campaign promoted through Print ads, 50 Outdoor hoardings, 1326 8 Radio spots, 6,00,000 flyer insertions in newspapers, 600 Banners and 2000 posters across 10 cities. Leaflets Newspaper Inserts On Ground Engagement
Campaign Promotion: Campaign promoted through Print ads, 50 Billboards , 1326 Radio 8 spots, 6,00,000 pamphlet insertions in newspapers, 600 Banners and 2000 posters across 10 cities. Radio Ads Newspaper Ads
And people downloaded the App
They shopped….
They Unboxed….
They Unboxed….
We
reached out to
the doorsteps of over
37,000 people like Pandey ji across
300 localities in 10 cities of UP in 15 daysThe evolution of
Pandey ji
Let it Let’s
What? Huh! No But? Hah Hmm OK
Try
Bring it
Way be
on !Credibility Dainik Jagran is associated, and they also busted a lot of myths We created the environment for online shopping.
Trust Ambassadors addressed
Our neighbors Mrs core concerns around
Sharma & Misra also payment, quality, delivery
described their and returns. They were one
Amazon experience. amongst them, spoke in
They must be right. their language
Credibility
Dainik Jagran is
associated, and they
also busted a lot of
myths
We created the
environment for
online shopping.Trust Ambassadors addressed
Our neighbors Mrs core concerns around
Sharma & Misra also payment, quality, delivery
described their and returns. They were one
Amazon experience. amongst them, spoke in
They must be right. their language
Credibility Such a simple
Dainik Jagran is App !
associated, and they I learnt how to use it. I
also busted a lot of can teach a few tricks
myths to that Jaiswal fellow !
We created the Our brand managers
environment for mingled amongst the
online shopping. crowds and helped
them download and
use the appA Happy Agency wrote back…. From: "Khadagi, Divyashree (BLR-RAP)" Date: 24 Jan 2018 6:30 pm Subject: A Note of Appreciation To: rahul.wanchoo@nda.jagran.com," vinodshrivastava@nda.jagran.com" ," naveenchandra@bgl.jagran.com" ," ranjit@bgl.jagran.com" Cc: "Kumar, V N Rajendra (BLR-INI)" ,"Sodhi, Jagjot (GRG-RAP)" ,"Chakraborty, Vinkoo (BOM-RAP)" Hi DJ Team Would like to take this opportunity to thank you for all the support provided in making this a successful event that needs to be remembered. It was truly a great pleasure to work with each one of you and yes all the hard work put got to be truly appreciated! Understanding all the unexpected barriers that poured inn, yet there was no hindrance and we did achieve on what was committed on. Would like to take this opportunity to specially thank Rahul Wanchoo for taking that extra mile & effort to make this activation a grand success. Thanks Rahul for all the efforts put in. Hope to get a similar feedback from the client for which let’s mutually complete this last step. Looking forward for more such associations with Dainik Jagran Wish you all a great evening team
And a happier Amazon
Increased its spends Gave us a market share boost of
1.3X in 2018 over 2017 amongst
with us by 37% Hindi newspapers
1000
900 948mn
800
Spends in INR mn
700
691mn 19.5% 25.6%
600
500
400
300
200
2017 2018
100
0
To put it in perspective, Amazon’s overall Our Market Share increased from 19.5%
Print spend growth in 2018 was -4% over in 2017 to 25.6% in 2018
the previous year
Source : AdexMeanwhile
Pandey ji was last seen introducing
Jaiswal to Amazon Prime Music!
Play Campaign AVYou can also read
