Title | NEIGHBOUR COOLER |
Brand | COURTS ASIA LIMITED |
Product / Service | COURTS COOL ZONE |
Category | B03. Consumer Services |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Jiawei Neo | Ddb Group Singapore | Project Manager |
Treeyatarn Jiratritarn | Ddb Group Singapore | Account Executive |
Pamela Knaggs | Ddb Group Singapore | Account Manager |
Chloe Huang | Ddb Group Singapore | Account Director |
Inez Loh | Ddb Group Singapore | Group Account Director |
Ronald Hariyanto | Ddb Group Singapore | Technologist |
Jason Tan | Ddb Group Singapore | Technologist |
Sean Lee | Ddb Group Singapore | Technologist |
Loy Yokehow | Ddb Group Singapore | Technologist |
Yeo Wee Lee | Ddb Group Singapore | Head Of Technology |
Terrence Tan | Ddb Group Singapore | Art Director |
Joseph Chan | Ddb Group Singapore | Art Director |
Jessica Novellia Ng | Ddb Group Singapore | Art Director |
Huichin Chew | Ddb Group Singapore | Copywriter |
Kenneth Chia | Ddb Group Singapore | Copywriter |
Shuyau Cheng | Ddb Group Singapore | Creative Group Head |
Ed Cheong | Ddb Group Singapore | Creative Director |
Joji Jacob | Ddb Group Singapore | Group Executive Creative Director |
Neil Johnson | Ddb Group Singapore | Chief Creative Officer |
As Asia's largest home furnishing retailer, Courts was facing a problem for Cool Zone - its retail division for air-conditioning. In comparison to electronics and regular home furnishing items, walk-in sales were slow and repeat purchase cycles are long. We were tasked to seek out a smarter way to promote its latest air-conditioning deals.
Air-conditioners are a pain to live with once they start turning faulty. Compressors leak, rattle, and sometimes roar. The biggest victims? Neighbours. Often strangers to one another, they avoid confrontation and end up suffering in silence. So we created a digital channel that allowed neighbours to snitch on annoyances anonymously. Based on the leads, Courts would deploy its service crew to the scene. Under the cover of providing free servicing in the vicinity, they were often able to gain access into the antagonist's home. Which made it easier to promote deals for new air-conditioning.
Within the first two weeks of launching this service, we had 35 official reports of annoyances. 25% conversion rate to new purchases. Till date, over 3000 unique footfall to the site. Although it is still early days to provide more results, signs have been promising.
The idea to create a "complain channel" helped Courts generate leads for potential customers. One who already had faulty air-conditioning that could require replacing. Leads that otherwise would have been really hard to find. More importantly, it was a service that benefited both the snitches and Courts as a retailer. In exchange for peace and quiet, the annoyed neighbour could easily provide all the leads Courts needed. While the antagonist could enjoy free servicing and great deals for a new airconditioner. Everyone wins.