When Videocon Mobile Phones decided to re-launch the Zeus as an ebook reader phone, they offered the buyer a free bundled download offer on 2000 ebook titles. The task at hand was to convey this to prospective buyers in the most interesting manner possible.
We decided to lead the customer into a unique experience, with an installation that brought the idea of downloading free ebooks on the Zeus to life. Over 1400 books were suspended in the atrium of a mall in such a way that they seemed to converge into the screen of a single Videocon Zeus phone. Letting the spellbound viewer experience the ‘download and read’ feature of the Zeus firsthand. Customers could also interact and purchase the Zeus from a Videocon store in the mall itself.
We wanted customers to experience what it feels like downloading over 2000 free ebook titles. And that is where the idea of suspending actual books in the atrium of a mall worked the trick. The installation was one-of-a kind and created curiosity about the phone. Viewers who got convinced about its feature could also buy the Zeus phone from a Videocon store in the mall itself.
Prospective customers and avid book readers developed an instant liking for the Zeus mobile phone. And this was evident from the 100% increase in store enquiries about the Zeus and unit sales that went up by 30% in the Videocon store of the same mall.
Advertising Agency: McCann Worldgroup, Mumbai
Chief Creative Officer: Prasoon Joshi
Creative Director: Rahul Mathew, Akshay Kapnadak, Talha Bin Mohsin, Mahesh Parab
Copywriter: Vilsen Gonsalves, Juneston Mathana
Art Director: Mahesh Parab, Nitin Sawant