Cobone:
Offers that set you free
• Saudi, UAE Relaunch
What: Consideration Campaign
Who: Cobone
How: TV Commercials, Social Media
Cobone's Strategy
to Boost Conversions
Amid Competition
There’s clutter. And then there’s star-bursting, chaos-inducing clutter of ‘deals’ websites. Trying to stand out often
means burying cliches and smacking the viewer with drama
that makes them pay attention. When Cobone came calling,
we decided to tie this task down.
Problem....
The daily-deals aggregator market is crowded, especially
with newer players joining. Being a discount platform
meant continuously competing on thin margins. Cobone
enjoyed reasonably good awareness, but was low in the
consideration set amongst the TG.
....Solved
We went cinematic, with a film that was
high on the thrills, low on duration and
sharp on narrative. A story that went
straight for the effectiveness-jugular, and
hit the audience with the brand USP when
they least expected.
The insight
As attention spans get shorter, intrigue is the key
to unlock the clutter.
Concept
The “hostage” film was scripted to arrest atten-
tion from Frame 1. It had all the ingredients for a
pocket-sized blockbuster – drama, suspense,
comedy and most importantly an ingenious
tie-back to the product. The device employed
and the execution crafted were both enough to
achieve the ultimate aim of standing out.
Concept
The “hostage” film was scripted to arrest atten-
tion from Frame 1. It had all the ingredients for a
pocket-sized blockbuster – drama, suspense,
comedy and most importantly an ingenious
tie-back to the product. The device employed
and the execution crafted were both enough to
achieve the ultimate aim of standing out.
Uptick
VTR:
94%
Increase in sales:
40%
