Flipkart, in collaboration with FCB Kinnect, launched a campaign titled ‘After Dark #IYKYFK’ targeting Gen Z consumers who prefer shopping late at night. From what is understood, the campaign was designed to highlight Flipkart’s diverse product range in the lead-up to its Big Billion Days Sale. Recognising that Gen Z engages in retail therapy during late hours, Flipkart and its agency introduced glow-in-the-dark billboards visible only at night. These billboards, placed near popular hangouts, featured QR codes allowing users to access exclusive deals from the After Dark sale. Additional billboards with audible messaging were also placed at key Gen Z hotspots such as Carter Road in Mumbai and Cyber Hub in Delhi, the company added.
“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,” Rohan Mehta, CEO, FCB Kinnect and FCB/SIX India, said.
Reportedly, to further engage its target audience, Flipkart leveraged platforms like X (formerly Twitter), Instagram, and push notifications, encouraging interaction during late-night hours. The company added that the campaign also extended its reach to dating apps, aligning with Gen Z’s digital habits and tapping into multiple platforms to create awareness and drive traffic to the After Dark sale.
“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,” Neville Shah, CCO, FCB Kinnect and FCB/SIX India, added.