eBay goes all out in Mumbai
The ecommerce portal targets busy office goers with a ground activation to create awareness and engagement around the '9 Hour Delivery' service in Mumbai.
eBay recently announced an extension of their'9 Hour Delivery' service in Mumbai covering popular lifestyle products along with technology products. With an aim to make big announcement regarding this new service, an on-ground activation campaign was executed to capture the office goers and consumers in key pockets of Mumbai. The on-ground campaign effectually utilizes the reach of the popular Mumbai Dabbawala Association, Meru Cab Fleets and Radio to create awareness about this service.
Mumbai Dabbawalas wore eBay India T-Shirts to distribute leaflets along with their lunchbox deliveries. Additionally, eBay India also partnered with Meru Cabs to provide free cab rides from 12 noon to 9 pm for passengers across select locations in the city including the Kalaghoda Festival. The cabs with eBay India branding took passengers from locations in South Bombay and western suburbs (CST, Bandra, Lower Parel, Andheri & Malad.) between 12 noon and 9:00pm. This activity has been amplified through live contests on Radio and eBay social platforms namely Twitter and Facebook.
Commenting on the campaign, Deepa Thomas, eCommerce Evangelist, eBay India said, "We are constantly looking for innovative ideas to engage with our consumers & provoke eCommerce trial. This campaign is a part of our endeavor to not only spread awareness about the'9 Hour Delivery' service recently launched in Mumbai but also to encourage more people to shop online. With this ground activation we will be covering key pockets of South Mumbai and Western Suburbs to engage consumers.â€
eBay
Meru Cabs
Mumbai Dabbawala
Deepa Thomas
First Published : February 26, 2014 12:00 am