Riding on the myth of the world ‘coming to an end’ on 21 December this year, EkStop.com, an online shopping site offering groceries, personal care and stationery in Mumbai, has created a microsite www.Survive21Dec.com.
The site has been created by the portal’s communication partner Jack In The Box Worldwide.
Taking cue from the tale of Noah's Ark, where he builds a giant vessel to save his family, neighbours and animals before God destroys the world, the website has a game of survival. In the game, the user can choose a pre-designed ‘ark’, perform some tasks to add supplies needed for survival, and rescue animals. Each milestone crossed in the game earns the user points called 'Eks'. The playerwith the highest number of ‘Eks’ when the contest closes on 21 December will win a Samsung Galaxy Tab 2 P3100. Those coming next will get EkStop shopping vouchers.
Apart from the teaser video, the initiative is being promoted through e-mailers, print ads, SMSes, and with EkStop deliveries, besides a social media push.
Sumat Chopra, chief executive officer, EkStop.com, said, “EkStop was created essentially to provide convenience and savings in our consumer's daily essential and grocery shopping needs. The 'Survive 21 Dec' campaign is an exciting and innovative opportunity for us to demonstrate just how life-saving, time-saving and cost-saving we literally are.”
Samit Malkani, creative head, Jack in the Box Worldwide, said, " We're really excited with the launch of survive21dec.com. It's one of those ideas that just seems to tick all those boxes - it's topical/viral, highly sticky in terms of engagement and returning traffic, beautifully executed and, most importantly, pushes the brand."
Agency: Jack In The Box Worldwide
Creative director (copy): Vaseem Edroos
Creative director (design): Prasanna Devadiga
Creative strategist: Yashas Mitta
Business manager: Parth Mistry
Creative supervisor: Kunal Guha
Senior technical manager: Ankit Tomer
Content writer: Anshul Tibrewala
Script writer: Praveen Kumar
Graphic designer: Alpa Mhatre
Graphic designer: Samir Sheikh
Illustrator: Aabhaas Shreshtha
Graphic designer: Rushad Kuka
Content writer: Aditya Sunilkumar
Media planner : Angad Singh Manchanda