Categories Name : South Awards For Stage of Brand Building
Sub-Category : Brand Extension - Tech
Entry Name (Campaign) : Flipkart Ads X Sony Playstatsion
Sony PlayStation, the global leader in gaming consoles, aimed to solidify its 66% market share on Flipkart during the festive season (OND ’24). Traditionally reliant on off-platform activations, PlayStation sought to leverage Flipkart Ads to expand their reach. Objectives: Increase market share on Flipkart. Expand TAM, reaching festive shoppers and cricket enthusiasts. Strategy: PlayStation devised a two-pronged strategy targeting new and existing customers. To attract new customers, targeted ads were deployed during the festive period. Existing customers were retargeted with relevant content and offers. The co-sponsorship of the World Cup Store on Flipkart allowed PlayStation to showcase the PlayStation + Cricket24 bundle, boosting visibility. Targeted display ads across various formats and collaborations with EA Sports for exclusive bundles like FC24 and Cricket24 were used to entice festive shoppers and cricket enthusiasts. Execution: The campaign's execution was meticulously planned and delivered: Pre-Festive Buzz: The "PS5 + FC24" bundle launched two weeks prior, with banner ads and pre-order options at event pricing. World Cup Co-Sponsorship: Strategic product placement within the World Cup store and 1 million targeted WhatsApp messages ensured high visibility. Festive Season Focus: Display Ads, Gold banners on the homepage, and top-fold visibility on category pages kept PlayStation products front and center. Offline Channels: Prime visibility through TV, newspaper ads, and strategic placements at airports and metro stations enhanced the campaign’s reach. Black Friday Banners: Multiple offerings capitalized on the shopping frenzy in the last week of November. Results: 13.6% unit market share growth. 3.6x YoY GMV