The Campaign

Regulations from the Thai government, a comparison of price between brands or retails is not permitted. Every retails in Thailand tried to claim its best price over offline communication.

Results

When it comes to retailing as a group, the nature of Thai consumers will always be focused on a place that offers the lowest prices. Under words “Tesco”, an international trademark, the brand was suffered by receiving misperceptions of being a more expensive retail. In real, Tesco Lotus is actually provide goods and products at the cheapest or at least equal prices. According to the research, shopping is not just a regular responsibility for gatekeepers, but a daily challenge between networks of friends to find out who gets cheaper goods! In order to instill the good/cheap price position, Tesco Lotus decided to launch a price campaign, where the agency tasks is to ensure that the wide range of target groups are digitally believe and get engaged with Tesco Lotus. a TV programme alike on-ground activation was invented. The activity in the programme includes a challenge of daring shoppers to compare the price of their bought item with the one at Tesco Lotus’s shelf. A gangster lead by well-known Thai comedian is formed to run a TV alike programme with an on-ground activation across prime residential locations of Bangkok. The comedian’s task is to challenge with targets (housewife, street food sellers and to be mentioned) to compare prices of their groceries. Shoppers will be hooked to get into the challenge by making a price bet, whether or not his/her recently bought item is cheaper than the similar brand item at the nearest Tesco Lotus store. All the challenges were recorded and transformed into video content and run across Tesco Lotus digital assets. At the end of the video, a wrap-up of key message “Tesco Lotus, where you can meet the cheapest price” is shown and challenge the viewers to experience themselves at any Tesco Lotus store.

“Tesco Lotus is the only retail where you can get all groceries and goods at the cheapest price”. For a housewife, the street food sellers and other targets - shopping experience will never just be the same, but an excitement and challenge of exploring quality goods with the lowest prices. In order to deliver the good price message to other target groups, the challenges will be recorded and produced into video contents and being aired through digital channels

Countless customers who are interested in participating and accepted the challenge at on-ground event. All of them are surprised with a result that items they bought from other stores are more expensive than the ones in Tesco Lotus. Each amplified videos received over 100,000 views within 3-day-launch. The total campaign gained over Millions of viewers, which being shared by customer. During campaign period, Tesco Lotus manage to boost it sales volume from grocery products/brands, specifically shown in the clips by 559.4%

While Thai groceries shoppers look for a place that sell product at cheapest price, Tesco Lotus in Thailand is facing a misperception of “international retail marks up the price”. To change the perception and to let people aware that Tesco Lotus is the place the sell things at the lowest price, a price challenge programme was created. The challenge with shoppers across the city was recorded and aired online. The programme received a massive impressions. Sales at Tesco Lotus store on specific items that shown in programme risen by 559.4%