The Brief

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. This activity was carried out on existing clients urging them to try a new behavior which was to collect our discount coupons and encash them.

Creative Execution

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. Its originality worked and led to a 90% encashment of the coupons on the very same day that they were given out.

Describe the creative solution to the brief/objective.

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.

Results

The efficacy of this campaign can be measured by the encashment of the discount coupons post the activity as opposed to prior to it. Earlier 15% of our coupons would be encashed when sent across by mail but post this activity, 90% of all coupons were redeemed the very day they were given. After it's success in Mumbai, the management replicated it in 30 locations across 12 cities in India.