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General Information:
Strategic approach:
Strategic approach: During the pandemic, online delivery grew a lot, as you might imagine. For eMAG this
also meant that a lot of stress was put on the logistics aspects of the business, especially on couriers. To avoid a decrease in customer satisfaction (potential late deliveries) eMAG wanted to increase awareness about its other delivery option – the easybox. We had to create a content driven campaign that would position the easybox as the most convenient delivery method, but not step over the territory of courier delivery.
Given the context in which the campaign was to take place - pandemic restrictions from
the target perspective and logistical stress from the business side - we had to create content that would go beyond presenting the easybox pragmatic benefits (as these were to a largeextent self-evident). While everyone knew what it does and how it works, we felt that it was missing a bigger role in people's lives. Hunting for this role, we took a closer look at how people used the easybox. It turned out that they ordered day-to-day products as opposed to bigger/more expensive products (smartphones etc.). In a way, they used the easybox like a trip to the mall/shopping street. In other words, it was used for products that help prepare or save specific moments (birthdays, family visits, short trips, dates etc.) Thus, the easybox was more than just a locker box. It was something of an alibi/secret helper. But how could we represent this through content? To do this, we started from eMAG's brand archetype, the Magician. This meant that our thinking was to be rooted in making what seemed impossible, possible.
Execution:
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