2016 Winners & Shortlists

Brief Explanation

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 collected similar insights and build them into our communication language by simply converting them into URLs. This idea made the launch campaign standout in the cluttered online market in this region.

Results and Effectiveness

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.

Creative Execution

We campaigned the benefits in the form of intriguing URLs like www.shopinyourpyjamas.ae, www.noneedtofindparking.ae We bought these URLs from the telecom company, so that when one types these in the address bar or clicks online, they were redirected to www.erosdigitaslhome.ae site. The campaign included Google and Facebook advertising, print ads in the UAE’s leading publications, TV, YouTube videos and PR. We maintained the campaigns in the coming months with print, digital and TV channel presence by adapting it for tactical campaigns like National Day and Christmas.

Insights, Strategy and the Idea

Our research revealed that numbers told only half the story: Because while brick-and-mortar retail sales in the UAE were expected to reach AED 160 billion (USD 44 billion) in 2015 – total value of e-commerce in the UAE was estimated at USD 2.5 billion in 2015. Which meant that a large number of people either hadn't got the point about online shopping or were still not comfortable with the format. So our idea focussed on them through ‘the benefits of online shopping’. The campaign included Google and Facebook advertising, print ads in the UAE’s leading publications, TV, YouTube videos and PR.