Flipkart Takes Aim at Amazon Prime Day With GOAT Sale Campaign
Flipkart has launched a new GOAT Sale campaign targeting Amazon Prime Day, encouraging shoppers to switch sides with a humorous ad and a dedicated microsite.
SociapaHQ
Ahead of Amazon’s 10th Prime Day sale, Flipkart has launched a tongue-in-cheek campaign to position its GOAT Sale as an alternative for bargain hunters.
The Leo Burnett-created campaign features a real goat and a shopper from a mysterious rainforest-like "tribe" who travel by land, sea and air to reach the towering "GOAT Tower" where the best deals are seemingly out of reach.
The campaign culminates with a call to action for customers to exit the "Amazon Tribe"- a direct nod to Amazon Prime membership- to unlock Flipkart’s GOAT Sale offers.
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Campaign Push:
To take the campaign beyond the movie, Flipkart has built a dedicated microsite, AmazinFlip.com, where shoppers can upload screenshots of their Amazon Prime membership cancellation or exit to get access to GOAT Sale offers.
The campaign has been timed to coincide with Amazon’s annual Prime Day event which is scheduled to run from July 4 to July 6 and will be the 10th edition of the sale in India.
Amazon has been promoting Prime Day with a creator led campaign that includes technology journalist Rajiv Makhni, actor-entrepreneur Parul Gulati and creator Hitesh Bhatia amongst others. The campaign includes exclusive deals and member benefits.
At a time when online shopping activity is expected to be at its peak, Flipkart’s latest campaign aims to tap into the increased buzz surrounding Prime Day by directly engaging consumers.
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Check out the campaign here:
Brand Rivalry:
The GOAT Sale has become one of Flipkart's key shopping properties, with the acronym standing for "Greatest Of All Time". Over the years, the company has used humour, mascot-led storytelling and cultural references to build recall for the event, much like its flagship Big Billion Days sale.
The latest campaign adds another chapter to the long-running rivalry between India's two largest e-commerce platforms, using comparative advertising and humour to compete for shoppers during one of the country's biggest online shopping periods.
