Future Group Print THE MAGIC FRISK by DDB Mudra Group Mumbai

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THE MAGIC FRISK

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Industry Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Louella Rebello
Released December 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: FUTURE VALUE RETAIL
Product/Service: BIG BAZAAR
Agency: DDB MUDRA GROUP
Chairman And Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Chief Operations Officer: Pratap Bose (DDB Mudra Group)
Executive Creative Director: Louella Rebello (DDB Mudra Group)
Associate Creative Director - Copy: Shirin Johari (DDB Mudra Group)
Associate Creative Director - Art: Shirin Johari (DDB Mudra Group)
Zonal Activation Manager: Amit Dubey (DDB Mudra Group)
Activation Executive: Bharat Panchal (DDB Mudra Group)
Films Executive: Mahen Solanki (DDB Mudra Group)
Associate Vice President - Account Management: Rajiv Wadhwa (DDB Mudra Group)
Group Director - Brand Communications: Makarand Gholba (DDB Mudra Group)
Videographer: Anshul Joshi (Anshul Joshi)
Videographer: Prateeksh Mehra (Prateeksh Mehra)
Videographer: Diego Rao (Diego Rao)
Chief Editor: Chandana Bannikoppa (DDB Mudra Group)
Media placement: Live Ambient Stunt - Big Bazaar - 7 December 2011

Describe the objective of the promotion.
As India’s largest value for money hypermarket, Big Bazaar’s challenge was to announce its amazing offers in an environment cluttered with other amazing offers.

Describe how the promotion developed from concept to implementation.
In India, post the Mumbai attacks, frisking bags at any public venue is mandatory.
It's a time when people have nothing to do but wait in line. We replaced the security guard at the bag check counter with an undercover magician. During his magic security frisk, he pulled out objects that weren’t originally in the bag. Surprised shoppers saw him pull out hardboiled eggs, bundles of dollars, gold coins, ketchup bottles and even a mop out of their bags. While they stood there stunned, he handed them a coupon with our message printed on it.

Explain why the method of promotion was most relevant to the product or service.
If our coupon was sent to them by mail it would have probably been forgotten somewhere but giving it to them in the line for the mandatory security check in an innovative manner ensured that it was top of mind and and they would encash it in that very shopping trip.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our hunch was right. The idea hit home and 90% of all coupons were redeemed the very day they were given. Word got around, significantly increasing footfalls into the store. After the success of this activity in Mumbai, we replicated it in 30 locations across 12 cities in India.