0
Bronze Cannes Lions
0
was Flipkart’s total GMV of products bargained on Hagglebot
0
Flipkart achieved record-breaking numbers to emerge as the #1 player in the festive season with a 70% share in the shopping season
Summary
India’s festival shopping season is centerstage for Flipkart in generating demand for its marquee online shopping event, The Big Billion Days (equivalent to Single’s Day and Black Friday). It’s a period where media buying determines success for the competition. With new users looming, Flipkart decided to take on an age-old Indian virtue, to bring thrills to shopping for the country online once again.
Awards
Cannes Lions: 2 Bronze Lions (Ecommerce, Brand Experience)
Spikes Asia: 1 Grand Prix (Creative E-commerce), 1 Gold (Brand Experience and Activation), 4 Silver (Brand Experience and Activation and Direct Silver) and 1 Bronze (Media)
Insight
We identified the singular, unique trait every Indian believes in: bargaining! Indians love bargaining hard on every single purchase: right from a hairpin up to a house. This set the foundation for the retail experience we could simulate. Secondly, we noticed the evolution of voice technology as a paradigm shift in smartphone use in India, where it overcomes the barrier of typing for the next 100 million. To grow excitement and use, we decided to tap a latent desire from the category: to get a full market experience online.
Creative Idea & Execution
The world’s first-ever online bargaining experience. Where Indians brought their bargaining best to set prices on products for the rest of India. Only this time, not over the counter, but over their resident voice assistant of choice, Google Assistant. In the lead up to the country’s biggest online shopping days, when users instigated Google Assistant with ‘OK Google, talk to Flipkart,’ they could be crowned the country’s craftiest bargainer by Hagglebot.
We built a game for uniquely Indian virtues. We travelled across 30 bazaars in India to build a robust foundation for responses. 8 commonly used bargaining strategies were shortlisted. Google Zoo’s teams across four countries then translated each API for India and Hagglebot. Bargaining strategies like Blackmailing and Lowballing were handled with panache; GIFs and sounds helped recreate the feel of a shop.
Dentsu Creative Thailand - My One and Only Fortune Notebook
Dentsu Thailand want to give a New Year gift that can have a positive impact on employee motivation. By receiving a gift, employees feel valued and recognized, which can enhance their sense of j...
Dentsu Creative Thailand - Stop Elepains
It is a sad truth that Thai elephants are known and remembered as smart and cute animal that can do tricks, can walk on two feet or walk on tiny rope. These are not natural for elephants to do. ...
Dentsu Creative Thailand - The Cupboard to Fight Food Waste
Thailand contributes to an annual average of 18 million tons of food waste, currently ranked 21st in the world and 4th in Southeast Asia. Consumer behavior, particularly the habit of purchasing ...
Dentsu Red Star: Brewing up an outstanding, highly target...
Tiger Beer wanted to seize the opportunity to stay top of mind and boost affinity with consumers during this highly competitive time. The brand and its agency, Dentsu Red Star, decided to run a ...