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 ’17 E-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 ’17 188 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 India 188 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 188 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 ready But 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 help There 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 Way He 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 card number hack my Bank 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 enough Amazon 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 Credibility If 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 App On-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
Posters Campaign 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 days The evolution of Pandey ji
Let’s What? Huh! No But? Hah Let it Hmm OK Bring it Way be Try 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 app A Happy Agency wrote back….
From: "Khadagi, Divyashree (BLR-RAP)"
Date: 24 Jan 2018 6:30 pm
Subject: A Note of Appreciation
To: [email protected]," [email protected]"
Cc: "Kumar, V N Rajendra (BLR-INI)"
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
mn 700 691mn 19.5% 25.6% 600 500 400
Spends Spends in INR 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 : Adex Meanwhile Pandey ji was last seen introducing Jaiswal to Amazon Prime Music!
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