Breaking the fourth wall: Daraz revolutionises TV advertising

Daraz, the leading online marketplace in Pakistan, has launched two interactive TV advertisements featuring A-list celebrities, Ali Rehman and Suboor Aly. The ads follow innovative formats that break the fourth wall and effectively engage customers by including direct calls-to-action.

A two-way communication channel opens up in one of the ads when Ali Rehman asks the viewers to help him guess a code. He directs them to log onto the Daraz app, click on his icon on the homescreen and try to guess the code which in turn serves as a voucher code.

The second ad is similar. Suboor Aly is shown playing Flying Daz – a game on the Daraz app – and directs viewers to log onto the app to play the game, informing them that the points they win will be credited into their Daraz Wallets as cash.

This is not the first time Daraz has run interactive ads. In June, during the platform’s flagship Mobile Week sale, an ad featuring Hania Amir was rolled out to promote the Shake Shake feature, through which customers can shake their phones to win vouchers. Hania directed viewers to log onto the Daraz app and shake their handsets. For the duration of the ad campaign, Daraz hosted all-day shake sessions on the app and witnessed a 40% increase in voucher redemption rates.

The smooth execution of these ad formats is a task that cannot be accomplished in isolation. The integration of back-end technology that Daraz has access to, the app’s user interface and efficient media planning need to be synchronized in order for the platform to witness encouraging trends in conversion and voucher redemption rates.

“Our access to new-age technology allows us to explore innovative methods of engaging our customer base. The seamless execution of creative ads is crucial as they serve as gateways for effective communication with our customers,” Saman Javed, Head of Marketing Communications, said.

Daraz has access to best-in-class technology and is willing to explore the possibilities for innovation in order to provide customers with an engaging experience. The platform has effectively infused the shopping experience on the app with entertainment through features such as Shake Shake and in-app gamification and, through creative ad formats, the platform is able to encourage customers and viewers to interact frequently with the app.