Agency: McCann Erickson
Internet infrastructure company VeriSign has launched a creative viral marketing campaign that offers a humorous take on a topic that is no laughing matter for online businesses: abandoned shopping carts.
Filmed with the single-camera look of today’s reality TV shows, ‘The Cart Whisperer’ aims to bring to light the motivations and behaviours behind shopping cart abandonment.
The segment chronicles the work of Liberty Fillmore, a man with unusual communication skills that allow him to “rescue” an abandoned shopping cart from a weed-choked parking lot and lead it back home to a shopping centre.
It’s backed by a dedicated website - nomoreabandonedcarts.com.
The VeriSign campaign is aimed at highlighting the pain companies experience as they try to understand why consumers fill online shopping carts, only to abandon them before buying.
In the face of an uncertain economy, online retailers are clamoring to find ways to turn shoppers into buyers. At stake are hundreds of millions of pounds in annual revenues lost to abandoned carts.
“Marketing analysts may formulate sophisticated methods to decrease abandoned shopping cart rates and drive transactions, but it’s as simple as security: when consumers feel protected, they’re more apt to purchase,” said Tim Callan, vice president of SSL product marketing at VeriSign.
“Our new viral campaign presents this issue within the familiar framework of today’s popular culture. It’s a fun and engaging way to present an issue worth thinking about – and for any company doing business online, an issue worth doing something about.”