NEIGHBOUR COOLER by DDB Singapore for Courts

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NEIGHBOUR COOLER

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Industry Online Retail & E-stores
Media Case study
Market Singapore
Agency DDB Singapore
Associate Creative Director Ed Cheong
Art Director Terrence Tan, Jessica Novellia Ng, Joseph Chan
Copywriter Kenneth Chia, Huichin Chew
Released April 2013

Credits & Description

Advertiser: COURTS ASIA
Agency: DDB GROUP SINGAPORE
Category: Acquisitions
Advertising campaign: NEIGHBOUR COOLER
Senior Account Manager: Chloe Huang (DDB Group Singapore)
Associate Creative Director: Ed Cheong (DDB Group Singapore)
Copywriter: Huichin Chew (DDB Group Singapore)
Project Manager: Jiawei Neo (DDB Group Singapore)
Art Director: Joseph Chan (DDB Group Singapore)
Account Manager: Pamela Knaggs (DDB Group Singapore)
Group Executive Creative Director: Joji Jacob (DDB Group Singapore)
Senior Art Director: Shuyau Cheng (DDB Group Singapore)
Technologist: Ronald Hariyanto (DDB Group Singapore)
Art Director: Terrence Tan (DDB Group Singapore)
Technologist: Yokehow Loy (DDB Group Singapore)
Account Director: Inez Loh (DDB Group Singapore)
Art Director: Jessica Novellia Ng (DDB Group Singapore)
Technologist: Sean Lee (DDB Group Singapore)
Head Of Technology: Weelee Yeo (DDB Group Singapore)
Technologist: Jason Tan (DDB Group Singapore)
Copywriter: Kenneth Chia (DDB Group Singapore)
Chief Creative Officer: Neil Johnson (DDB Group Singapore)
Account Executive: Treeyatarn Jiratritarn (DDB Group Singapore)
Implementation
The solution was to help those suffering in silence to speak up. We created Neighbour Cooler - a digital platform that allowed neighbours to snitch on annoyances anonymously. Based on the leads, Courts deployed a service crew to the scene. Under the cover of simply providing free trial servicing in the vicinity, the crew was able to infiltrate the antagonist's home. Once in, it was far easier for Courts to promote its deals for new air-conditioning to replace the faulty one. All thanks to annoyed neighbours who found them potential customers.
Client Brief Or Objective
Unlike electronics and regular home furnishing items, Courts departmental stores were finding it hard to drive sales for its air-conditioning division. Moreover, repeat purchase cycles are long. We were tasked to directly seek out new customers. The strategy was based on a simple insight - air-conditioners are a pain to live with once they turn faulty. Compressors start to leak and rattle, often unbeknownst to the owner. Instead the biggest victims are neighbours, whom are often strangers to one another. We seized the opportunity to turn the pain into our pleasure and generate potential leads.
Execution
The idea to create an avenue for neighbours to sort out annoyances was highly relevant. More importantly, it was a service that benefited both the snitches and Courts as a retailer. The annoyed neighbour could easily provide all the leads we needed, down to the time that the antagonist was likely to be home. And of course the address. As for Courts, every lead was a potential new customer. One who already had faulty air-conditioning that could potentially need new replacements.
Outcome
Within the first four days of launching this service, we attracted over 259 unique visitors. To date, in just under two weeks, we had 57 official reports of annoyances. Out of these, half of them have been attended to, with 25% conversion rate to new purchases. Although it is still early days to provide more results, signs have been promising. Thanks to this new service, sales have increased by 18% thus far compared to the previous month.