Bigc Promo, Case study THE FIRE WORKS DISCOUNT COUPON by Lowe Bangkok

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Thailand
Agency Lowe Bangkok
Creative Director Pornchai Sanchaichana
Art Director Wutikai Chaika
Released March 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: BIGC
Product/Service: STORE
Agency: LOWE
Date of First Appearance: Mar 14 2011
Entrant Company: LOWE, Bangkok, THAILAND
Intergraded Creative: Komsan Wattanavanitchakorn (LOWE)
Intergraded Creative: Phairat Uaphadunglert (LOWE)
COPYWRITER: Noppakate Tawun-unnop (LOWE)
Art Director: Wutikai Chaika (LOWE)
Creative Director: Pornchai Sanchaichana (LOWE)
Print Producer: Natwithu Saengvichien (LOWE)
Planner: Boonchai Suksuriyayothin (LOWE)
Account Manager: Chanwoot Luechaisit (LOWE)
Media placement: Firework discount coupon - Big c Rajdamri - 2/04/2011
Media placement: - - - - -

Insights, Strategy & the Idea
On 13 April 2010, Big C’s flagship store was burned during civil riots in Bangkok. In an instant, a shopping home for thousands in the city center was gone. Shoppers were forced to shop elsewhere for an entire year. Finally, after extensive restoration, Big C was ready to be given back to the people who had missed it for so long. The challenge was, would they come back?

Creative Execution
A grand opening promotion that welcomed back the whole city with something everyone could enjoy. PROMOTION + CELEBRATION = FIREWORKS AS DISCOUNTS. As each firework exploded, its glittering lights shaped a number, which represented a cash discount. Heavily promoted before the show, a huge crowd turned out. All they had to do was photograph the exploding numbers with their phones, and redeem the images as coupons in-store.

Results and Effectiveness
The solution set a new record for brand in drawing people to the grand opening event and generated sales.The first day’s traffic was double the normal volume. Sales increased 35% with over 12,000 coupons redeemed. It even went viral, with shoppers sharing the news via social media and sending each other the coupon photos via MMS. News coverage reached more than 8 million people. Perhaps more importantly, something other than sales was achieved as well, the citywide
feeling that their Big C was back.