The Campaign

The creative idea was founded on two key attributes: the black and boxy physical structure, and the very fluid and seamless blend of surprising experiences both within and across the campus. The creative leap was inspired by a simple insight: the universal fascination with boxes that each of us had as children. Each one of us had boxes we put away our most cherished possessions and memorabilia. The box inspires the child in each of us - it reminds us of an age of adventure, innocence and endless joy. Linking the physical and metaphorical together, the idea statement automatically fell into place: The Box of Delights. The strap-line was more descriptive: Black Box on Whitefield Road. Cleverly juxtaposing the actual location. The tone of voice: Playfully sophisticated.

Creative Execution

The campaign was introduced in 4 phases in February 2016 to the grand opening in May 2016, using social, digital, advertising, experiential & PR to create intrigue, evoke interest and impact: 1. Making it verbal. Introducing hashtags #blackboxonwhitefieldroad, #bbwr and #vrblackbox to drive name recognition and location awareness. 2. Making it visual. The ‘Discovered’ teaser video series: to introduce the different features and offers, encouraging & engaging consumers to learn more, and setting the stage for the big reveal. 3. Making an impact. Through a cutting edge mobile-first website, launched alongside an outdoor & print ad campaign and launch event that revealed the delightful experiences on offer. 4. Making it memorable. A unique brand book in the form of a series of pop-ups that brought alive the signature experiences, and a themed event, which introduced consumers to the signature offerings & programming available at the Black Box.

The sustained 360° degree campaign can be attributed for surpassing the targeted 15% CAGR in footfalls by June’16. In actuality, 20% CAGR increase in footfalls has been achieved. Over the same period, between the occupancy has increased to 95% of the total retail area. The retail sales witnessed a 300% quarter on quarter growth. As a result of social media campaign VR Bengaluru saw increases in followers on all channels • Facebook likes increased +63% • Instagram followers increased +50% * Twitter followers increased +99% • Over 2.4 million video views from all channels As a cumulative effort on digital and traditional marketing channels, the Box of Delights campaign has helped create a distinctive lifestyle experience and engagements for the patrons that will endure and stay with them.

The ‘Box of Delights’ Campaign was designed to tease, inform, provoke and seduce – and leave people hooked into a never-before kind of retail lifestyle experience. It brought together social media, mass advertising, digital, activation and experiential merchandise into one blockbuster integrated campaign. Between February and July 2016, a combination of over 100 outdoor pieces, print ads and editorial across 43 publications, a 20-page pop-up brand book, a WebGL website and 10 slick videos with 2.4million views came together from the streets of Bangalore to Facebook, Twitter, Instagram, publications like Vogue and GQ leading up to a breath-taking launch party.

The Target Audience: Upper-middle and Upper-income Indians and Expat Families in the catchment area - which is dominated by blue-chip IT industries. Integration: Rather than a ‘spray-and-pray’ approach, the integration strategy was built around social media to amplify the simple selection of video, images, advertising, cool new website all activated with one blockbuster launch event. Approach: In order to generate maximum impact, we partnered with a team of specialists - including Conde Nast Publications to drive impact and interest through their flagship lifestyle publications - Vogue and GQ. A 4-stage programme was developed - from creating hashtags to help people ‘discover’ to a set of slick social videos to digital and mass advertising - all culminating in the launch activation for 1200 people on the breath-taking SkyDeck of VR Bengaluru.