DISCOUNT FIREWORKS by Lowe Bangkok for Bigc

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DISCOUNT FIREWORKS

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Thailand
Agency Lowe Bangkok
Creative Director Komsan Wattanavanitchakorn, Phairat Uaphadunglert
Producer Pornchai Sanchaichana, Chudthai Khumpong
Photographer Krissana Sungnoi
Released April 2011

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: BIGC SUPERCENTER PUBLIC CO
Product/Service: STORE
Agency: LOWE
Date of First Appearance: Apr 2 2011
Entrant Company: LOWE, Bangkok, THAILAND
CCO: Pom Chaiyaporn (Lowe/Open)
Creative Director: Komsan Wattanavanitchakorn (Lowe/Open)
Creative Director: Phairat Uaphadunglert (Lowe/Open)
Copy Writer: Chalit Manuyakorn (Lowe/Open)
Copy Writer: Noppakate Tawun-unnop (Lowe/Open)
Art director: Wutikai Chaika (Lowe/Open)
Art director: Prapat Chanboonyawat (Lowe/Open)
Producer: Pornchai Sanchaichana (Lowe/Open)
Producer: Chudthai Khumpong (Lowe/Open)
Planner: Boonchai Suksuriyayothin (Lowe/Open)
Account Manager: Chaowapark Srikasem (Lowe/Open)
Account Manager: Shina Apiromrak (Lowe/Open)
Photographer: Krissana Sungnoi (Lowe/Open)
Production Company: AD advertising Production Co,.Ltd
Production: Udom Piboonlapudom (AD advertising Production Co,.Ltd)
Production: Wesarat Thisasarichoti (AD advertising Production Co,.Ltd)
Production: Peerapong Tiemchumpol (AD advertising Production Co,.Ltd)
Media placement: Firework discount coupon - Big C Rajdamri - 2/04/2011

Describe the objective of the promotion.
Big C is a modern trade hypermarket which re-launched and renovated its flagship branch recently.
Challenge: Make the grand opening of new Big C the most exciting event which brings people back to store and make a lot of purchases on the very first day.

Describe how the promotion developed from concept to implementation.
Celebration + Promotion = Discount Fireworks. Thai people love to see and snap photos of fireworks. On the grand opening date of a new branch, we created the promotion the whole city enjoyed watching - ‘discount fireworks’. Once each firework item exploded, it revealed the discount you will get, such as 8, 10, 80 and 100 baht. All shoppers had to do was to take a snap shot of the same. They could then reveal the photo of the firework at the store to get the discount. For example, if they had taken the snapshot of the firework shaped like the number ‘10’, on their mobile phone, they could use it as a 10 baht voucher discount at the store.

Explain why the method of promotion was most relevant to the product or service.
The solution set a new record for brand in drawing people to the grand opening event and generated sales

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 25,000 people joined the opening ceremony, the highest record ever for a store opening.
Firework discount coupons become hottest thing with people sharing with others over facebook and mobile networks
More than 45,000 coupons redeemed
35% sales increase
News coverage reached 8 million people