New Delhi: In the run up to the festive season, online marketplace Snapdeal’s advertising campaign UnboxZindagi dominated the television space in the week ended 30 September with 18,177 weekly ad insertions, according to television viewership measurement agency Broadcast Audience Research Council (BARC) India. Amazon stood at 12th spot with 11,715 ad insertions, while Flipkart occupied the 19th position with 8,359 insertions. Insertions are the number of times a brand’s advertising campaign is run across television channels.
Between 24 and 30 September, Snapdeal became the third most visible brand on television after consumer product firm Patanjali and Hindustan Unilever Ltd-owned cosmetic brand Lakme. Snapdeal weekly ad insertions jumped by 57% from 11,536 (between 17 and 23 September) to 18,177 (between 24 and 30 September), according to BARC data.
In August, the company announced investing Rs.200 crore in brand revamp as well as for an integrated advertising campaign to promote its festive season sale held between 2 and 6 October. Under the revamp, Snapdeal unveiled a new logo and tagline Unbox Zindagi in September followed by a 360 degree campaign.
Executed by advertising agency McCann India, the ad spots created for the Diwali Sale features consumers unboxing Diwali gifts they have received from their loved ones.The campaign is being promoted across television, print, digital and social media as well as outdoors (billboards and external installations).
“UnboxZindagi campaign has been a phenomenal success in all aspects. Over the Diwali sale period, we have registered a 20% surge in visitors. The orders and conversion rate is up by 35-40% compared with a year ago. BARC statistics are a validation of the keen consumer insights that went into the conceptualization, planning and implementation of the campaign. Besides the TVC, we have also registered a very high user engagement on social platforms as well,” said a Snapdeal spokesperson.
In the last four days of the sale event, Snapdeal touched Rs.500-600 crore in GMV (gross merchandising value or cost of goods sold).
Talking about Snapdeal’s media strategy, Anita Bose, chief operating officer, Madison Media Plus, said, “Print plays an important role during sales so we have pre-planned the strategy. We decided to go deeper in 40 towns across the country, hence our focus was on regional publications. Along with that, we used radio spots in the top eight cities. On television, we followed a frequency and reach strategy instead of buying impact. The number of times commercials were played was much higher than last year. Our focus was again on regional and prime time. It has worked really well for us.”
Snapdeal’s competitors have also been promoting the festive sales across channels. Amazon, the global e-commerce platform, has been promoting its festive sale through Tyohaar Bade Dilwala (festival that brings out large-heartedness) campaign made by advertising agency Ogilvy & Mather, Bengaluru.
Flipkart also brought back its sale ‘The Big Billion Days’ that ran between 2 and 6 October. The firm has been promoting the event through two television commercials, Classroom and Salary Slip created by advertising agency Lowe Lintas, Bengaluru. The ads follow the “kids as adults” theme where the kids talk about how one can buy products from the The Big Billion Sale for unbelievable prices.