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Electronics on the dot
Brief
Eros Digital Home
Launch of E-Commerce Site
E-Commerce I Online Shopping Site I Launch
THE CHALLENGE
The Middle East, and the U.A.E. in particular, has one of the highest rates of Internet penetration in the world, with up to 95% of the population online. Consequently, the UAE has an ample number of online shopping options. Eros Group – a company that successfully runs 33 retail stores in the UAE – was now foraying into e-commerce as a separate sales channel. The challenge was: How do we get from last in the marketplace to first in top-of-mind presence?
THE IDEA
Our research revealed that the numbers told only half the story: Because while brick-and-mortar retail sales in the UAE were expected to reach AED 160 billion (USD 44 billion) in 2015 – projected e-commerce sales for 2015 were at best AED 1 billion (USD 271 million). Which meant that a large number of people either hadn’t got the point about online shopping or were still not comfortable with the format. So our idea focussed on them through ‘the benefits of online shopping’.
THE CAMPAIGN
The fully integrated campaign amplified the benefits of online shopping in a way that caught our audience’s attention: We campaigned the benefits in the form of intriguing URLs. The campaign included Google and Facebook advertising, print ads in the UAE’s leading publications, TV, YouTube videos and PR.
Services Provided:
- Art Direction
- Content English/Arabic
- Design
- Digital Film
- Marketing
- Media
- Photography
- Strategy
Video
THE RESULTS
For Google campaigns, the overall CTR was the highest for search campaigns at 3.35% whereas the display campaign was 0.92%. Digital Videos: The YouTube and Facebook videos pulled excellent numbers and speeded up brand recall. Between both platforms the video ads were seen by over 1.2million people, with 23%viewing the whole video. Peer Reviews: Digital experts in the media, including in the ‘Private View’ section of Campaign magazine, reviewed the campaign favourably.