|Title||THANKFUL RECEIPTS PROJECT|
|Brand||EK-CHAI DISTRIBUTION SYSTEM|
|Product / Service||TESCO LOTUS|
|Category||B01. Education & Awareness|
|Entrant||THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND|
|Entrant Company||THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND|
|Advertising Agency||THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND|
|Sompat Trisadikun||The Leo Burnett Group Thailand||Chief Creative Officer|
|Paruj Daorai||The Leo Burnett Group Thailand||Executive Creative Director|
|Piti Pongrakananon||The Leo Burnett Group Thailand||Art Director|
|Kroekkiat Chanthakitnukul||The Leo Burnett Group Thailand||Art Director|
|Paruj Daorai||The Leo Burnett Group Thailand||Art Director|
|Sompat Trisadikun||The Leo Burnett Group Thailand||Art Director|
|Vachira Pashekrepapon||The Leo Burnett Group Thailand||Copywriter|
|Sanjeev Saluja||The Leo Burnett Group Thailand||Copywriter|
|Sarawut Lertkittipaporn||The Leo Burnett Group Thailand||Agency Producer|
|Vorrawan Silapusit||The Leo Burnett Group Thailand||Account Management Director|
|Vorakamol Arayatrakullikit||The Leo Burnett Group Thailand||Account Manager|
|Tisirind Rochanapruk||The Leo Burnett Group Thailand||Account Executive|
|Thawisawakorn Seangkaharat||The Leo Burnett Group Thailand||Editor|
|Chub Nokkaew||Chubcheevit Studio||Photographer|
|Aphiwath Boonsin||Chubcheevit Studio||Director|
|Nat Sakhonbut||Chubcheevit Studio||Director|
|Kroekkiat Chanthakitnukul||The Leo Burnett Group Thailand||Director|
|Sukij Pongpisuth||Chubcheevit Studio||Producer|
Tesco Lotus wanted to help thousands of Thai children suffering from hunger and nutritional deficiency. As one of the top suppliers of quality food, Tesco Lotus felt an urge of responsibility and wanted to get its customers to help support the campaign, whilst raising awareness on nutritional deficiency among young children. Tesco Lotus invited all its customers to donate their receipt—translated into meals for hungry children. All receipts collected provided over 200,000 meals for children all over Thailand. To dramatize the impact of this campaign nationwide and with limited budget, we decided to use the receipt itself. We crafted billboards from the receipts collected, which contained QR codes, linking our customers to videos of these children thanking people for their donations. These billboards moved across Tesco Lotus stores, emphasizing the brand’s commitment to the Thai society and raising awareness on nutritional deficiency among under privileged children. These billboards travelled across 20 Tesco Lotus stores in 8 provinces and spent 3 days at each location. With a minimum number of visitors at each store at 20,000 people per day, the campaign reached at least 1.2 million people within 60 days, and received over 185,000 views of the thank you clips.
Tesco Lotus wanted to dramatize the impact of its campaign among its customers nationwide with limited budget. The goal was to get the customers to feel good shopping at Tesco Lotus and create the highest awareness for the campaign as possible.
First, we invited customers to donate their receipts at participating Tesco Lotus stores that would help provide a meal for a hungry child in Thailand. We then crafted billboards from the receipts received which also contained QR codes linking our customers to videos of children thanking people for the donations. These billboards travelled to 20 Tesco Lotus stores in 8 provinces around Thailand and spent 3 days in each location conveying to customers the brand message that “Every Little Helps” and their commitment to the Thai community.
With the total budget of less than $8,000 these billboards travelled across 20 Tesco Lotus stores in 8 provinces around Thailand and spent 3 days at each location. With a minimum number of visitors at each store at 20,000 people per day, the campaign reached at least 1.2 million people over a span of 60 days, and received over 185,000 views of the thank you clips.
To showcase Tesco’s co-commitment with its customers to the Thai community, we decided the best way to do this was by using the receipt itself and turning every Tesco Lotus store into PR medium. The key element of the campaign were the receipts itself, the store, and the portable billboards that directly communicated with the customers.