Bigc: THE FIRE WORKS DISCOUNT COUPON by Lowe Bangkok for Bigc

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Bigc: THE FIRE WORKS DISCOUNT COUPON

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Thailand
Agency Lowe Bangkok
Creative Director Pornchai Sanchaichana
Art Director Wutikai Chaika
Producer Chudthai Khumpong
Released June 2011

Awards

Cannes Lions 2011
Promo & Activation Lions Best Use of Ambient in a Promotional Campaign Bronze
Promo & Activation Lions Retail (Incl. Restaurants) Bronze

Credits & Description

Type of Entry: Product & Service
Category: Retail (Incl. Restaurants)
Advertiser/Client: BIGC
Product/Service: STORE
Entrant Company: LOWE Bangkok, THAILAND
Sales Promotion/Advertising Agency: LOWE Bangkok, THAILAND
CCO: POM CHAIYAPORN (Lowe/Open)
Intergrated Creative: Komsan Wattanavanitchakorn (Lowe/Open)
Intergrated 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)
Intergrated 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)
Describe the brief from the client:
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.
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
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