2016 Winners & Shortlists

Creative Execution

Our campaign amplified the benefits of online shopping in a way that caught our audience’s attention: We campaigned the benefits in the form of intriguing URLs. Here are a few examples: www.shopinyourpyjamas.ae www.offerthatyoucantrefuse.ae www.noneedtofindparking.ae We bought these URLs from the telecom company, so that when someone typed these in the address bar or clicks online, they were redirected to www.erosdigitaslhome.ae, the online shopping ecommerce site we were launching. This fully integrated campaign launched with print ads, digital advertising, social advertising and 15 seconds Television commercial / Online Videos.

Online presence showcased great results. For Google campaigns, the overall CTR was the highest for search campaigns at 3.35% whereas the display campaign was 0.92% while the overall reach in Facebook was 1,739,507 and page engagement in Facebook was 604,873. (Page engagement includes total shares, page likes, post likes, comments, shares etc). Overall, the digital campaign delivered 11,945,078 impressions and 768,320 clicks/views were received. On YouTube and Facebook, we had over 1.2 million unique views with 23% viewing the whole video. In addition, digital experts in media, including in the ‘Private View’ section of Campaign magazine, reviewed the campaign favourably.

The objective was to be present across all sales channels - including online. Eros Group's can now continue its retail leadership in the online shopping space. And communicate to all that your Favourite electronics retailer is now online. We did research to understand what people do not like about online shopping like - The parking, I really feel frustrated when I have to go around in circles searching for parking. We decided to take these insights…and build them into our communication language by simply converting them into URLs. This idea made the launch campaign stand out in the cluttered online space.