Woohoo: Gifting without reason

Technology company Qwikcilver has launched an outdoor-heavy festive campaign to promote its online gifting portal Woohoo. The campaign will be extended to radio too. Woohoo is a website and app that provides gift cards across mobile-to-mobile gifting, virtual gifting and physical gift cards and positions itself as 'the currency of spreading joy'.

The campaign, 'Aaj kisko happy karein', has been launched to drive awareness and salience for the brand, and to make Woohoo synonymous with gifting. "The campaign has worked to educate the consumers on Woohoo usage, delivery and benefits, drive engagements to create interest and repeat usage," says Pratap TP, co-founder and chief marketing officer, Qwikcilver.

He adds that the key challenge for the brand is to "drive adoption and introduce a new way of gifting in the Indian context." "This would be addressed by instilling the brand across multiple touch-points in novel and innovative communication messaging," he adds.

The campaign tries to highlight various scenarios for gifting, implying that one does not need an occasion to gift, but only needs to create an opportunity.

The brand is aiming to reach its TG of early adopters, people in the age group of 18-35 in the SEC A1, A2 and B categories, in the top 10 cities of India. However, its campaign 'Aaj kisko happy karein' only targets NCR, Mumbai and Bengaluru.

The campaign will be executed on digital via audio visuals, on OOH through hoardings, metro station branding and bus shelter branding, and additional advertising in print, radio and cinema will be carried out. The brand has also associated with the current India-South Africa Cricket series.

Woohoo partners with 150 brands, including Titan, Fastrack, Amazon, Shoppers Stop, Flipkart, Lifestyle, Myntra, Cleartrip, PVR, Westside and Van Heusen, across twenty segments. Within six weeks of launch, the brand claims to have reached two lakh consumers.

Qwikcilver is a technology company delivering end-to-end gift card and stored-value-card solutions to retail customers. It manages the entire gift card programme for retailers including design, storage and transactions pertaining to it. The company has entered the B2C segment through Woohoo.in and Woohoo App.