Aarti Pahwa, New Delhi
The feeling of thrill and satisfaction you experience when your Amazon delivery appears on the doorstep is one side of the coin. The other side is the happiness experienced by the Amazon Seller on seeing their hard-work reach every nook and corner of the country. Communicating unique stories of over 5 lakh Amazon sellers, the e-commerce brand launched Amazon StoryBoxes, a packaging innovation that captures the tale of the seller the product is from.
Highlighting the innovation, Amazon India rolled out an innovative OOH campaign using hanging art installation, in Mumbai, Bengaluru and Delhi Airports and client offices in Begaluru and Hyderabad. Stories of passion, sleepless nights, unique art propositions, sacrifices, empowerment and these stories in Amazon boxes that are unique to consumers were displayed through this form of art communication an audiences have experienced and interacted in a great manner.
In this art installation, every intricate Amazon delivery boxes of sizes ranging from one inch by one inch to 8 inch by 8 inch were meticulously hung to a metal frame to represent a story of a seller and a unique 'delivery', thereby creating a facial form - face of Mr.Abdul, one of the Amazon sellers. Abdul, the protagonist comes from a family of painters who have a rich 300 years, legacy of fading Rogan school of painting.
The logistical challenge in executing this structure that seeks to make ‘package receiving experience more delightful' was how to create facial contours using the boxes. Team Ecosys burnt the midnight oil and with meticulous planning and craftsmanship, smartly used light shadows from the boxes to create the curvatures and bring about the facial contours.
To bring about the engagement and interest, the fleeting air passengers were encouraged to count the number of boxes. This aroused lot of amusement amongst the audience.
The agency used its state of the planning tool #Systemapit to identify the strategic locations in the airport where in the consumers are in receptive modal situations with a high dwell time.
Ecosys OOH has also executed campaigns for the below mentioned clients in the past: