While daytime shopping is the norm, Flipkart has now come up with a curated sale designed specifically for Next-Gen consumers- ‘After Dark #IYKYFK’ recognising that Gen Z thrives on retail therapy late at night—an insight the brand and FCB Kinnect tapped into in the lead up to the Big Billion Days Sale.
Aimed at showcasing Flipkart’s diverse product range in a way that resonates with the new age audience- aligning with their preferred shopping hours and using their lingo, the two- FCB Kinnect and Flipkart have renditioned the hashtag #IYKYFK in their own ways and made it- If You Know You Flipkart.
Strategically placed near popular hangouts, unique glow-in-the-dark billboards—visible only at night— the outdoor touchpoints of Flipkart allow users to scan a QR code and unlock exclusive access to the brand’s After Dark sale.
That being said, some of the ‘standout’ outdoor touchpoints of Flipkart’s ‘After Dark #IYKYFK’ integrated activation include audible billboards placed at Gen Z hotspots such as Mumbai’s Carter Road and in Delhi.
And while Flipkart drove engagement in the late hours through X (formerly Twitter), Instagram, and push notifications, vibing with next-gen consumers, what came across as a unique twist for this campaign was that it even swiped right on dating apps!
Watch the campaign here-
Speaking on the campaign launch, Rohan Mehta, CEO, FCB Kinnect and FCB/SIX India, said, “A fun creative idea, a deep understanding of the new-age consumer, and flawless execution, all working together to deliver a great creative solution for Flipkart Big Billion Days. Our relentless drive to leverage multiple touchpoints creatively turned this idea into a truly integrated and unforgettable experience.”
To this, Neville Shah, CCO, FCB Kinnect and FCB/SIX India, added, “The sharpness of the business problem resulted in an effortlessly creative solution. Reaching the right audience was only half the battle. Think of it like finding the party. With this campaign, we didn’t just point to the party; we gave night owls a reason to stay up and party with us, all night long.”
Furthermore, Pratik Shetty, Senior Director – Marketing and Media, Flipkart, also mentioned, “As we gear up for the ‘Big Billion Days,’ our priority is to ensure that no customer is left behind – especially those shaping the future of shopping in India. We’ve always strived to connect with millions across the country, and now we’re expanding our reach to empower new-age brands eager to engage with the Gen Z audience.”
