The Campaign

A first ever in the Philippine retail landscape, the Red Bucket Sale is adrenaline rush-shopping that’s fun, with a “survivor” vibe. The creative idea of bringing “Shopping is my cardio” to life seemed organic given the fun competitive nature of the sale. It would also touch on a core truth for the target audience – that shopping sometimes really did feel like a sport. To make it enticing and fun, the theme “Get your shopping game on” became the tagline and all the collaterals were a mix of fashion fierce and sporty savviness.

Creative Execution

“The Red Bucket Sale” is a grab-all shopping spree staged for the first time in Philippine shopping history. Considered the mother of all sales, this unique shopping experience allows you to go on a shopping buffet but with a twist – you only have 1 bucket to fill and 15 minutes to fill it up while competing with 60 other shoppers. Timeline: A month of pre-sale weekend buzz; 2 days of the Red Bucket Sale Placement: Billboard, lamp-post banners, cable channel partnerships, print ads, digital posts, blogger and media activities and promotions Scale: Over 100 participating merchants (Gap, Una Rosa, Old Navy, Giordano, Cotton On to name a few), national highway out-of-home placements, and placements in national broadsheets.

Describe the success of the promotion with both client and consumer including some quantifiable results

Business impact: 39% increase in total sales during the Red Bucket Sale month, 25% improved sales for the participating merchants and a total of 30% upsurge in weekend sales for participating brands. Response rate: The mall gained 121,416 average daily total post reach, which is 695% more than other non-sale related contents. Impressions: Average daily total post impressions also skyrocketed from 18,349 to 171,035 or a 832% increase. Site traffic: ATC Facebook page views increased to 355 or 106% with 4,626 likes, 118,081 average weekly page engagement, and 450,644 average daily total impressions.

Explain why the method of promotion was most relevant to the product or service

Alabang Town Center (ATC) strongly anticipates the needs of its loyal community of consumers. With their evolving tastes, ATC grabbed this opportunity to revitalize its way of engaging the mall-goers and merchants. The Red Bucket Sale refreshed the shopping experience in ATC being the first in the Philippine retail landscape. The Red Bucket Sale was also an innovation inspired by the idea of a shopping buffet. From a neighborhood community mall, ATC has transformed into a hip, trendy hang-out and shopping spot.

The target audience were 'female smart shoppers' - office-workers, aged 20-39, with expendible income, were digitally savvy, curious, valued unique experiences and personal rewards. It was a tongue-in-cheek approach for the campaign - targeting the innate competitive shopping nature of the TA ("shopping is my sport") and their love for rewarding new experiences. The editorial-inspired visuals portrayed a cheeky but sleek and chic “Fashion meets Sports” look and feel that drew shopaholics and fashionistas alike. The mall’s activity area turned into a sartorial relay race for clothes. Shoppers felt they had exclusive access to a retail trunk show but with an athletic twist. The media platforms used- TV, billboard, broadsheets, community publications, and social media, all worked out on one coherent message with unique approaches. Overall, the engaged influencers, bloggers, style icons happily and competitively shopped their way through this new experience.