The Brief

Background: Big C is a hypermarket that positions itself as a place where consumers can always expect more. In Thailand there is constantly a price war. Every store aggressively competes on price to a point where shoppers are no longer sure which store offers the best value. Challenge: Convince shoppers that Big C always offers the best deals for every item.

Describe how the promotion developed from concept to implementation

Solution : Created “Price Check Squad” with a difference. Established an unofficial Price Check Squad to check prices in competitive stores and film it covertly. Produced a spoof TVC to raise an awareness of Big C Price Check Squad. Parked empty vans outside competitors store to make people believe we were checking inside. Gave away Price Check Squad t-shirts to shoppers entering competitors store, and made them wear them. This created the illusion we had a whole army from Big C checking prices when they were actually just normal competitor customers.

Describe the success of the promotion with both client and consumer including some quantifiable results

42%Big C store traffic increased by... 35% sales increase in just 3 months

Explain why the method of promotion was most relevant to the product or service

The solution effectively created consumers' confidence that Big C truly offered best value for them