The campaign, conceptualised by Law & Kenneth Saatchi & Saatchi, is drawn from a Pepperfry commissioned study that revealed top apprehensions among consumers
BestMediaInfo Bureau | Mumbai | September 22, 2016
As a prelude to the upcoming festive shopping season of Diwali, Pepperfry has unveiled its new marketing campaign, targeting consumers who aren’t able to cross the threshold of barrier of buying furniture online.
The insight for this campaign comes from a Pepperfry commissioned study conducted by Nielsen Market Research. The study revealed that the top apprehensions among consumers in shopping for furniture online were not being sure if the product that they receive will be exactly what they see online, reassurance around door-step delivery, hassle-free assembly services, lack of clarity on the return process in case something goes wrong and a fear that the process will be cumbersome.
The campaign, conceptualised by Law & Kenneth Saatchi & Saatchi, consists of three films that tackle such mindset by focusing on the Pepperfry features and benefits specifically built and designed to address these problem areas.
The first film shows a couple who bought a sofa from Pepperfry, which doesn’t fit. This is when a nagging uncle comes and asks them how they will return the product. The film ends with Pepperfry guys coming and taking the sofa back, delivering on the promise, “If there is a problem, we’ll take it back!”
The second film shows the same couple and the same uncle who is now nagging about having to tip three people who have come to assemble a bed. This film highlights Pepperfry’s “Get free delivery and assembly, on Pepperfry.com” feature.
The third film has the uncle cribbing about how online shopping cannot be trusted and allays this fear of consumers by promising “On Pepperfry.com, what you see, is what you get”.
Talking about the campaign, Kashyap Vadapalli, CMO, Pepperfry, said, “As the undisputed market leader in the online furniture market, we take it upon ourselves to expand the category. Over the last four years, more than 3 million customers have experienced the superior service and exceptional product quality that Pepperfry provides. Now is the time, as we move into the festive season, to expand the market in order to reach our goal of beautifying 20 million Indian homes by 2020. This campaign is an important first step in that direction. Via this campaign we intend to speak to the early majority of consumers who still need reassurance about the quality and service aspects of the Pepperfry offering.”
Commenting on the insight and idea, Debarjyo Nandi, Sr Vice-President, Law & Kenneth Saatchi & Saatchi, explained,” All e-commerce players continue to face hygiene barriers to online purchase. This campaign uses a cynic as a protagonist and attempts to educate non-believers to bring them into the users fold and grow the market.”
Agency: Law & Kenneth Saatchi & Saatchi
Director: Amit Satyaveer Singh
Production House: Spotlight