Big C Supercenter Design & Branding BACK WITH MORE T-SHIRT by Lowe Bangkok

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BACK WITH MORE T-SHIRT

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Industry Supermarkets
Media Design & Branding
Market Thailand
Agency Lowe Bangkok
Creative Director Chalit Manuyakorn, Pornchai Sanchaichana
Art Director Wutikai Chaika
Copywriter Noppakate Tawun-Unnop
Producer Chudthai Khumpong
Released March 2011

Credits & Description

Category: Self Promotion
Advertiser: BIG C
Product/Service: HYPERMART
Agency: LOWE
Date of First Appearance: Mar 25 2011
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Pom Chaiyaporn (Lowe/Open)
Integrated Creative: Komsan Wattanavanitchakorn (Lowe/Open)
Integrated Creative: Phairat Uaphadunglert (Lowe/Open)
Creative Director: Chalit Manuyakorn (Lowe/Open)
Copywriter: Noppakate Tawun-unnop (Lowe/Open)
Art Director: Wutikai Chaika (Lowe/Open)
Creative Director: Pornchai Sanchaichana (Lowe/Open)
Integrated Creative: Nittha Preuksacholavit (Lowe/Open)
Print Producer: Natwithu Saengvichien (Lowe/Open)
Producer: Chudthai Khumpong (Lowe/Open)
Planner: Boonchai Suksuriyayothin (Lowe/Open)
Account Manager: Chanwoot Luechaisit (Lowe/Open)
Media placement: T-Shirt Souvenir - Big C Rajdamri - 2/04/2011

Describe the brief from the client
Big C is a hypermarket where customers can always experct more: products, services, promotions, and even from our souvenirs. For the relaunch of their flagship store something thematic but memorable was needed.

Describe the challenges and key objectives
We set ‘Price Check Squad’ to literally check prices of all items in other stores every day. Then we adjust our prices to be lower than what the others offer. So consumers can be reassured that they always get the best price for any items at Big C.

Describe how you arrived at the final design
The “Back With More” T-shirt was given away at the Grand Opening. Only 2 inches long, this tiny shirt expanded magically in water to become a full-sized T-shirt, thus carrying the Back With More message in an innovative way.

Give some indication of how successful the outcome was in the market
After distributing 700 shirts so many people came back asking for more over the next two weeks that the actual traffic reach was 250%. Sales at the store reached 130% of the target.