RECEIPT BAG by Grey Kuala Lumpur for Quick & Easy Convenience Store

RECEIPT BAG

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Industry Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Copywriter Sunny Ng
Designer Lim Kui Onn
Producer Eric Gan
Photographer Suzki Mitsuo
Typographer Lim Kui Onn
Released February 2010

Credits & Description

Category: Point of Sale
Advertiser: QUICK & EASY CONVENIENCE STORE
Product/Service: CONVENIENCE STORE
Agency: GREY GROUP KUALA LUMPUR
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: GREY GROUP KUALA LUMPUR, MALAYSIA
Group Creative Director: David Sin (Grey)
Designer: Lim Kui Onn (Grey)
Copywriter: Sunny Ng (Grey)
Typographer: Lim Kui Onn (Grey)
Photographer: Suzki Mitsuo (Studio ROM)
Producer: Eric Gan (Studio ROM)
Media placement: Paper Bag - Redemption incentive - 01/03/2010 - 20 days

Describe the challenges and key objectives
The 24-hour convenience store, as regarded by most Malaysians, was for moderate or last-minute shopping only, due to the higher price and lack of offerings. By bucking the trend, QE wanted to build up a roster of new clientele while turning casual shoppers into frequent ones.

Describe the brief from the client
QE is a chain of 24-hour convenience stores recently launched in Malaysia. The task was to differentiate QE from the competition by highlighting both its wide range of quality goods as well as its affordable prices.

Describe how you arrived at the final design
QE’s variety and pricing are such that one could fill a receipt over 1,000 centimetres long with goods, and still arrive at a very attractive total price. So we created The Receipt Bag, a shopping bag seemingly made out of a solitary strip of receipt paper. Presented to customers who purchase 10 or more items in a single receipt, the bag allowed QE to list out the large selection of products on sale and also their individual prices. This design culminates with a tab resembling the bottom portion of a QE receipt, complete with a surprisingly small total price.

Give some indication of how successful the outcome was in the market
Planned as a short-term redemption incentive for shoppers to purchase more, all 200 bags were redeemed within 8 days, surpassing client expectations by more than 20 days.