THE SHOPPER'S VOICE

TitleTHE SHOPPER'S VOICE
BrandWELLCOME SUPERMARKET
Product / ServiceWELLCOME SUPERMARKET
CategoryC04. Competitions & Promotional Games
EntrantGREY HONG KONG Hong Kong, HONG KONG
Idea Creation GREY HONG KONG Hong Kong, HONG KONG

Credits

Name Company Position
Almon Lam Grey Group Hong Kong Executive Creative Director

The Campaign

We knew that our ‘neighborhood feel’ drove our place in people’s lives, and therefore, their shopping behaviors. This perception was disappearing, however. How could we deliver our promotions in a way that would re-insert Wellcome into Hong Kong’s communities? Two insights drove our idea: 1. Hong Kongers are born performers. If there’s a microphone, someone is singing. It’s a point of pride, as for years Hong Kong played an important role in global entertainment. 2. Hong Kongers are born bargain hunters. Few things in life get them more excited – they will wait hours or travel miles for a good deal, and talk about it for days. These truths inspired ‘The Shopper’s Voice’ – a community based competition to act as VO talent for Wellcome’s price promotions – the more excited the performance, the better.

Creative Execution

‘The Shopper’s Voice’ was announced to the general public through TVC and press ads, and an exclusive media event drove news coverage. Location-specific messaging was pushed on Facebook and leaflets were distributed in key neighborhoods to ensure participation. The “Voice-over Truck” – a branded mobile recording studio – was the driving element of the competition phase. The truck toured our 4 key neighborhoods inviting passersby to join the competition. Once inside, contestants had an “artist-like” experience with a professional director, cameraman and soundman. They were then asked to deliver Wellcome’s promotional offers with as much enthusiasm as possible. “Waaaahhh! Feathersoft Ultra Facial Tissues, $58 for 2!” The top 3 VO performances per location were selected through voting on facebook and then immediately featured in TVCs, online banners, social media posts and in-store announcements to drive awareness that Wellcome’s Got Deals. “Watch this! Xinjiang Hami Melon, $15.9!”

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

‘The Shopper’s Voice’ got results, as it drove attention, preference and business: 1. Drive earned media that matches value of total spent media a. Earned media impressions reached over 26 million b. Earned Facebook reach hit 3 million c. In total, earned PR created media value 1.5 times our spent media 2. Grow TOM awareness of Wellcome by 5 % to maintain category lead a. TOM awareness grew by 7% increasing category lead 3. Grow brand liking of Wellcome by 15% to maintain category lead a. Brand liking grew by 23% increasing category lead and reaching an historical high 4. Double sales of featured items a. Sales of featured items increased by 500%

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

‘The Shopper’s Voice’ used community based activations to generate content that was used as the centerpiece of an integrated promotional campaign to drive sales of featured items from Wellcome Supermarkets.

We wanted to publicize our promotions by using excited everyday Hong Kongers as our VO talent. Our communication model had two parts: Shoppers’ Got Talent and Wellcome’s Got Deals. Shoppers’ Got Talent: Community Events The first step was creating awareness for the competition and recruiting contestants. It needed to feel as authentic as possible, so rather than focus on busy downtown districts like most brand activations, we selected four residential areas near key Wellcome locations and approached publicity as if it were a community event. Wellcome’s Got Deals: Mass Amplification Our business target included all grocery shoppers, as our promotions featured everyday staples and needed to reach a mass audience to increase footfall and sales. We would need to reach them repeatedly through multiple channels in order to disrupt routine shopping behaviors and trigger purchase.