BIG C FRESH

TitleBIG C FRESH
BrandBIGC
Product / ServiceBIGC SUPERMARKET
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantLOWE Bangkok, THAILAND
Entrant Company:LOWE Bangkok, THAILAND
Advertising Agency:LOWE Bangkok, THAILAND

Credits

Name Company Position
Pom Chaiyaporn LOWE/OPEN CCO
Komsan Wattanavanitchakorn LOWE/OPEN Intergrated Creative
Phairat Uaphadunglert LOWE/OPEN Intergrated Creative
Chalit Manuyakorn LOWE/OPEN CREATIVE DIRECTOR
Noppakate Tawun-unnop LOWE/OPEN Copywriter
Wutikai Chaika LOWE/OPEN Art Director
Pornchai Sanchaichana LOWE/OPEN Creative Director
Natwithu Saengvichien LOWE/OPEN Print Producer
Chudthai Khumpong LOWE/OPEN Producer
Boonchai Suksuriyayothin LOWE/OPEN Planner
Chanwoot Luechaisit LOWE/OPEN Account Manager

Results and Effectiveness

The magic thrilled our customers and generated lot of buzz. People believe our food is fresher than competitor’s. Traffic increased. Finally, the stunts were turned into sales 4.5 seconds as well.

Creative Execution

Seeing is believing. We connected with a live camera, the source of fresh food (ex. Fisherman) and BIG C; a consumer’s order at the counter goes directly from its very own source for example; If they order one big snapper, the fisherman will jump into the sea to catch the snapper and a few seconds later, that exact fisherman, magically appear and bring the big and really fresh fish to the consumer.

Insights, Strategy and the Idea

Big C wanted to promote the freshness and quality of its fresh food sections as a tangible proof of brand quality. Of course, every competitor makes similar claims of “fresh”. How could Big C promote the freshness in a very fresh way? Freshness in grocery depends on transport. Shorter transport time equals fresher food.