The World's Most Expensive AD
How can we get a Billion Indians to talk about the fact that Flipkart has launched its own UPI and just by opening it, you'll get 10Rs richer?
CLIENT
Flipkart
COMPANY
Talented
ROLE
Creative Director, Writer
The Ask:
After the fall of PayTM, Flipkart wanted to capitalize on it by launching its own UPI and they wanted to be the loudest noise in the market. They also had 'SuperCoins' an FK currency which can be used to buy cool things on app. By opening the UPI, users earn Rs.10 worth of SuperCoins. And they can do that by simply scanning a QR code.
The Idea:
Indians love rewards. But more than anything, we love seeing big capitalist businesses suffer. So why don't we merge the both to give Indians the power to make an ad the world's most expensive and rewarding ad just by scanning a QR code. Because with each scan the users gain Rs.10 and Flipkart looses the same. With that, we made a hyper interactive print ad that challenges the users to make flipkart 10 Billion Rs. poorer. And the gambit worked.
The Results:
The brand came with the target of 1 million scans. >10 million Indians scanned just on Day 1. With each day, the scans increased. Literally every news channel covered this idea. International publications like the Drum and Ad week didn't shy from praising it. It broke LinkedIN, Instagram and Twitter. All with one print ad and a crafty scheme.
Page 1: Big bold announcement.
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Page 2: An interactive word finder game that shows what all you can buy through FK UPI on the app.
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Fun Fact
We got this idea 5 hours before the ad was going for printing. The initial idea was scrapped. TOI press was put on hold. The idea was thought through, written, art directed and sent for publication in less than an hour.
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"Everyone in my office was jealous of the AD"
Prateek
FK Marketing Head