Creative Execution

A Facebook App+ A WAP site Mechanism: 1. Users taking the Challenge had to answer six questions regarding their shopping behavior on the Flipkart app 2. Based on their answers, these values were converted into a quirky info-graphic called 'Shop Smart Quotient' that showcased the money and time the user has saved by shopping on the app. ( eg. If a user has saved INR 2000, this meant he saved enough to order 2 more appetizers ) 3. Users had to share their info-graphics on Facebook and get followers to vote for them to win the Challenge

29,000 users connected with this activity which spawned 10,000 unique user generated info-graphics across Facebook and Twitter. These info-graphics lead to a viral reach of 32.94 million in total. Facebook results: 1.45 million API calls to the FB app 7.29 million total impressions Twitter results: A total reach of 52.47 million

Business Objective: Spread awareness about the Flipkart Shopping App by using peer influence. Communication Objective: Showcase how shopping on Flipkart's mobile app makes you a smarter shopper. Break through the clutter of similar communication within the industry. Target Audience: People from outside metropolitan cities who are slowly evolving into online shoppers but aren't totally convinced about its merits. Insight 1: 'The best influence is peer influence' - People are more likely to download mobile apps based on their friends' download activity. Insight 2: Indian's love comparisons. The idea: Get users to act as advocates for the brand. A unique social survey that takes users' inputs and converts them into a 'Smart Shopping Quotient' info-graphic that visually depicts how the app adds value to their lives. This result is then compared to other life choices that they could've made with the money saved by shopping on the app.