Creative Execution

10 real customers who received free TVs were invited to take the challenge of selling Hyasong TV at Tesco Lotus. The rule? Sell 1 Get 1 Free! But what they did not know was that we also hired actors disguised as those potential passerby shoppers to see if our salesmen speak their personal experiences with TV, something that normal salesmen don’t do. This is a new form of testimonial content that lets customer-turned-amateur-salesman speak their experience with TV.

The brand received various and wide press coverage as a “Crazy idea to let the real customer to sell the TV”. At Tesco Lotus nationwide, there was a 10% increased number of people who asked straight for Hyasong when they browse for TVs at Tesco Lotus nationwide. Not only that, there is over 400,000 YouTube views in less than a month and still counting.

Hyasong is the newly launched electronic house brand of Tesco Lotus Thailand, that nobody knows about. We all know that the Thai TV market is quite dominated by Korean brands (Samsung, LG). (Hence the name Hyasong :) Earlier this year the brand launched with a TVC that gave away 100 3D LED TVs for free but still the awareness of the brand is still unrecognized. The challenge for us is “how can we register the Hyasong name to the Thais under the remaining little budget?” From our research, we realised that the our main target; Thai’s in upcountry have a strong confident in the real/direct experiences and WOM rather than seeing innovative product demonstration or commercial - therefore online video idea testimonial content was chosen. The idea is to follow-up testimonial utilizing the real customers who previously received the free Hyasong TVs.