Flipkart has launched its latest campaign ‘India’s Biggest Secret’, ideated by 22feet Tribal Worldwide, a part of DDB Mudra Group.
As per the brand, it is a commonly observed practice for iPhone users to wait for the latest iPhone to arrive, so that they can buy the previous year’s version at a more affordable price. This year’s Flipkart Big Billion Days sale synced with the new iPhone launch and they were offering low prices on the iPhoneIdeated by 22feet Tribal Worldwide, a part of DDB Mudra Group, Flipkart has rolled out its latest campaign ‘India’s Biggest Secret’ and therefore instead of telling everyone about it the brand decided to keep it a secret and tell just a few randomly selected people about it like the iPhone 15 was under Rs 50,000.
So, this time, instead of telling everyone about this deal, the brand decided to keep it a secret and tell just a few randomly selected people about it. As described by the brand, it was India’s biggest secret.
On Times of India, Flipkart put out a full page ad saying that “the biggest ever iPhone deal” has arrived and that it could be hiding in any of the pages or their city supplement. But, there was a disclaimer- the deal would be visible to only 100 randomly selected readers. So they urged others who didn’t get the deal to get ready to ask around, because anyone could have gotten it.
On the other hand, the 100 lucky readers who got the offer found that they had an additional jacket on their city supplement. The front page proclaimed their luck, showed them the deal, and most importantly, asked them to keep it a secret, as per the brand. Page two of the city supplement was used to give them a little heads-up with a list of people who may potentially call them.
The idea was to limit information in a conscious effort to set social media buzz, getting people to ask anyone and everyone whether they got the deal, or speculate about what this secret deal really is- posting about it on social media all the while.
While Flipkart tried keeping the iPhone deal a ‘secret’ with this activity, on the last two pages of the jacket they showcased the deals and price-drops on other in-demand Apple products, sweetening the deal, literally.
