Moto G4 Plus takes over Amazon's home page for India launch
The launch of Moto G4 Plus exclusively on Amazon.in on May 17-18 saw many firsts for the brands involved – this is the first Moto exclusive on Amazon.in; the e-commerce player has never given up its gateway or homepage for any launch until now in India. This apart, the co-marketing of the launch on digital in partnership with OgilvyOne was one of the most high-decibel campaigns ever.
For the launch, the Amazon.in home page was taken over for more than 18 hours between May 17 and 18. The product was made available from midnight of May 17. Designed and conceptualised by OgilvyOne, the site sported product and promotional banners, all related to the Moto G4 Plus.
There were several exciting bundle offers, launch day promotions and contests running on Amazon.in, including one that allowed buyers to win a Moto 360 watch every hour. To top it, a partnership with the Rajinikanth starrer ‘Kabali’ gave 10 customers who bought the Moto G4 Plus, the chance to see Kabali at the audio launch.
In addition, Amazon.in roped in influencers and celebrities Rocky & Mayur, Ashish Shakya, Avinash Gowariker, Elli Avram and Monica Dogra to talk about their experiences with the new Moto G4 Plus in a series of videos which were played across the launch promotion time on May 18. The influencers’ unique perspectives on the Moto G4 Plus were displayed on the site using dynamic video banners through the day.
Sharing his views on this association, Noor Patel, Director - Category Management, Amazon.in, said, “At Amazon.in, we are obsessed with offering the greatest selection and best shopping experience to our customers. Moto G has been one of the most successful products for Motorola over the years. We are very excited to partner with this iconic brand for their most sought-after release this year. I am sure our customers will love this specially crafted, one-of-a-kind shopping experience.”
Kiran Ramamurthy, Senior Vice President, Ogilvy & Mather, added here, “This was a fantastic opportunity for us to develop not just a digital-first campaign, but one that puts the e-commerce site itself at the heart of the campaign. We leveraged Amazon.in as a core marketing channel for the campaign quite effectively, which was the brief from the client team.”
Vanaja Pillai, Branch Head, OgilvyOne, elaborated, “The Moto G4 Plus is a versatile product with a range of exciting features. When the Amazon.in team threw the OgilvyOne team the challenge of matching the excitement around the product, with dynamic content on the site, one of the first things we knew we must do is bring in perspectives from different people on the features they think will resonate the most with audiences. The short videos that you see on the site are an outcome of this.”