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Shoppers Stop partners with En Route Media for in-cab digital campaign

The campaign presents a special discount offer exclusively for EasyCabs passengers watching ‘Flo’

BestMediaInfo Bureau | Delhi | November 20, 2012

Retail giant Shoppers Stop is taking digital new media to a new level by partnering with En Route Media. Mumbai-based En Route Media, with a mission to tap into hard-to-reach audiences on the move, launched Flo, the country’s first in-cab interactive TV network last year.

Shoppers Stop has taken up the first mover advantage in their industry through the partnership with En Route for this platform, launching a campaign that presents a special discount offer exclusively for EasyCabs passengers watching ‘Flo’.

Speaking about the partnership, Vinay Bhatia, Customer Care Associate & Senior Vice-President, Marketing & Loyalty, Shoppers Stop Ltd. said, “Innovations and clutter-breakers are the need of the hour in an environment which is thick with hundreds of brands screaming ‘look at me’. Conventional forms may not always make an impactful impression. As marketers, we are always scouting for such unique opportunities to grab eyeballs. In-cab interactive TV by En Route Media gives us just that. It offers us the opportunity to engage with the customer for a defined duration. We can create compelling content to keep the customer hooked. We have designed a fascinating digital ad for our ‘Choose Your Own Gift’ offer that will be leveraged through the In-cab interactive TV network.”

The campaign comes under the umbrella campaign of ‘Choose your own gift at Shoppers Stop’ that is running till January 1, 2013. Unlike other advertisements, this one has been designed specially to optimally utilise Flo’s strengths. Flo boasts of an audio visual, touchscreen interface that allows passengers to interact with brands during their cab journey. Shoppers Stop has used an interactive animation that asks passengers: “When was the last time you treated yourself?” Upon clicking a button, interested passengers are redirected to a landing page specially created to give out the SMS codes they can use to avail the exclusive discount. Along with this, side banners have been used for recall purposes.

Paul Schwarz, Co-founder of En Route Media, said, “It is very interesting to see how the medium has grown; earlier brands used to use our screens to display TVCs making use of the greater impact of this medium as compared to other AV media. Now, they are also starting to see the potential in-taxi screens hold for actual brand-audience engagement and interactivity. Shoppers Stop has been an exciting brand to work with; they were very open to new ideas and made the whole process very smooth for us. We are looking forward to more brands opening up their media plans to innovation.”


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