For the first time since its journey in India, Amazon has had exclusive home page banners for the launch of Moto G4 Plus, designed and conceptualised by OgilvyOne.
BestMediaInfo Bureau | Mumbai | May 20, 2016
Gearing up for the launch of Moto G4 Plus, which is exclusively available on the e-commerce platform Amazon.in, Ogilvy One conceptualised a campaign about co-marketing of the launch. The homepage of the e-commerce website was completely taken over for more than 18 hours between May 17 and 18 by the promotional banners of Moto G4 Plus.
The need to re-instate the exclusivity of availability of the product at Amazon.in was very well kept in consideration for the campaign. This is the first time since its launch in India Amazon has given up its gateway or homepage for a launch. Designed and conceptualised by OgilvyOne, the site sported product and promotional banners, all related to the Moto G4 Plus.
There were several exciting bundle offers, launch day promotions and contests running on Amazon.in, including one that allowed lucky buyers to win a Moto 360 watch every hour. To top it, an exciting partnership with the Rajinikanth starrer âKabaliâ was given to 10 lucky customers who would buy the Moto G4 Plus and the chance to see the movie at the audio launch.
Noor Patel, Director Category Management, Amazon.in, said, âAt Amazon.in, we are obsessed with offering the best shopping experience to our customers. Moto G has been one of the most successful products for Motorola over the years. We are very excited to partner with this iconic brand for their most sought-after release this year. I am sure our customers will love this specially crafted, one-of-a-kind shopping experience.â
In addition, Amazon.in roped in celebrities Rocky and Mayur, Ashish Shakya, Avinash Gowariker, Elli Avram and Monica Dogra to talk about their experiences with the new Moto G4 Plus in a series of videos which were played across the launch promotion on May 18. Their views on the Moto G4 Plus were displayed on the site using dynamic video banners through the day.
Kiran Ramamurthy, Senior Vice President, Ogilvy and Mather said, âThis was a fantastic opportunity for us to develop not just a digital-first campaign, but one that puts the e-commerce site itself at the heart of the campaign. We leveraged Amazon.in as a core marketing channel for the campaign quite effectively, which was the brief from the client team.â
Moto G series was launched in India by Motorola in 2014, which was a kind of come-back for the Indian subsidiary of the handset manufacturer in the market. Moto G experienced a runaway success, arguably on the back of the âexclusive launch on Flipkartâ, another e-commerce site. The third edition of the brand Moto G third gen was launched in July 2015.
Ramamurthy further added, âOur complete focus was on the best possible launch of the product on Amazon. There is a huge responsibility on us when Amazon promotes something on the homepage. Amazonâs homepage is like the most valuable real estate online.â
The videos shot with the celebrities will later be made available on other platforms on the internet. Ogilvy One is also doing the social media marketing for the brand and the videos will soon be available on the other social platforms.
Vanaja Pillai, Branch Head, OgilvyOne, said, âThe Moto G4 Plus is a versatile product with a range of exciting features. When the Amazon.in team threw the OgilvyOne team the challenge of matching the excitement around the product, with dynamic content on the site, one of the first things we knew we must do is bring in perspectives from different people on the features they think will resonate the most with audiences. The short videos that you see on the site are an outcome of this.â