Title | BIG C FRESH |
Brand | BIGC |
Product / Service | HIPERMARKET |
Category | B02. Consumer Products & Services |
Entrant | LOWE Bangkok, THAILAND |
Entrant Company: | LOWE Bangkok, THAILAND |
Sales Promotion/Advertising Agency: | LOWE Bangkok, THAILAND |
Name | Position |
---|---|
POM CHAIYAPORN | CCO |
Komsan Wattanavanitchakorn | Intergraded Creative |
Phairat Uaphadunglert | Intergraded Creative |
Chalit Manuyakorn | CREATIVE DIRECTOR |
Noppakate Tawun-unnop | COPYWRITER |
Wutikai Chaika | Art Director |
Pornchai Sanchaichana | Creative Director |
Natwithu Saengvichien | Print Producer |
Boonchai Suksuriyayothin | Planner |
Chanwoot Luechaisit | Account Manager |
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.
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.
42%Big C store traffic increased by... 35% sales increase in just 3 months
The solution effectively created consumers' confidence that Big C truly offered best value for them