Mumbai: MediaCom India has added another feather to its cap by winning the first M&M Global Award in digital for one of their prestigious clients – Future Group. With the ‘Smart search’ campaign for Big Bazaar, MediaCom together with Future group created India’s first Online to Offline strategy and through this succeeded in their attempt to revolutionise the shopping journey for Indian consumers.
Without any e-commerce channels, Big Bazaar took on the giants of online shopping – by developing and promoting a new form of search called ‘Smart Search’. As a part of this search, shoppers were asked to add a prefix of ‘Big Bazaar’ on Google before the item they were looking to buy. At the top of search rankings, consumers were rewarded with coupons of the specific product redeemable at any of the Big Bazaar outlets. This was promoted highly on digital platforms to create awareness. The campaign ran only at the start of each month, when most of high value purchases were made.
Smart Search is now a monthly event that enables Big Bazaar to go toe to toe with global e-commerce clients and is building month on month. In this campaign, Big Bazaar saw a ten-fold increase in redemption rates of their coupons, and 50% increase in searches of Big Bazaar stores on Google Maps.
Pawan Sarda, Group Head – Digital, Future Group, said, “We are really excited for winning and being recognised at global level. Search and explore is a way of life and Smart Search has helped us translate the customer’s intent into a purchase at our stores and has definitely aided us to acquire newer & younger customers. This was a simple idea and team MediaCom helped us bring this alive with perfect execution.”
Talking about this achievement, Navin Khemka, CEO, MediaCom South Asia, said, “At a time when everyone is talking about e-commerce and online shopping, we feel proud to be recognised by a prestigious global platform, like M&M Global Awards – for a campaign which focused on India’s first Online to Offline strategy.”