THE CASCADE OF BOOKS

TitleTHE CASCADE OF BOOKS
BrandVIDEOCON MOBILE PHONES
Product / ServiceMOBILE
CategoryB02. Consumer Products & Services
EntrantMcCANN WORLDGROUP Mumbai, INDIA
Entrant Company:McCANN WORLDGROUP Mumbai, INDIA
Sales Promotion/Advertising Agency:McCANN WORLDGROUP Mumbai, INDIA

Credits

Name Company Position
Prasoon Joshi McCann World Group Executive Chairman & Regional Executive Creative Director, Asia Pacific
Rahul Mathew McCann World Group Creative Director
Akshay Kapnadak McCann World Group Creative Director
Talha Bin Mohsin McCann World Group Creative Director
Mahesh Parab McCann World Group Creative Director
Talha Bin Mohsin McCann World Group Copywriter
Vilsen Gonsalves McCann World Group Copywriter
Juneston Mathana McCann World Group Copywriter
Mahesh Parab McCann World Group Art Director
Prashant Kandalkar McCann World Group Art Director
Nitin Sawant McCann World Group Art Director
Shariq Ali McCann World Group Account Manager
Meraj Khan McCann World Group Creative Coordinator

The Brief

When Videocon Mobile Phones decided to re-launch the Zeus as an ebook reader phone, they offered the buyer a free bundled download offer on 2000 ebook titles. The task at hand was to convey this to prospective buyers in the most interesting manner possible.

Describe how the promotion developed from concept to implementation

We wanted customers to experience what it feels like downloading over 2000 free ebook titles. And that is where the idea of suspending actual books in the atrium of a mall worked the trick. The installation was one-of-a kind and created curiosity about the phone. Viewers who got convinced about its feature could also buy the Zeus phone from a Videocon store in the mall itself.

Describe the success of the promotion with both client and consumer including some quantifiable results

Prospective customers and avid book readers developed an instant liking for the Zeus mobile phone. And this was evident from the 100% increase in store enquiries about the Zeus and unit sales that went up by 30% in the Videocon store of the same mall.

Explain why the method of promotion was most relevant to the product or service

We decided to lead the customer into a unique experience, with an installation that brought the idea of downloading free ebooks on the Zeus to life. Over 1400 books were suspended in the atrium of a mall in such a way that they seemed to converge into the screen of a single Videocon Zeus phone. Letting the spellbound viewer experience the 'download and read' feature of the Zeus firsthand. Customers could also interact and purchase the Zeus from a Videocon store in the mall itself.