Background

How do you get people to shop for bras at their local supermarket? Just like anywhere else, undergarments are usually bought at department stores. The challenge is to change people’s perception that you can get your vegetables, but also your bras too.

Describe the creative idea (40% of vote)

Get your spinach, get your milk, but also can get your bras, placing right next to your fresh goods. Need a fitting room? We have one. Need help?

Describe the execution (40% of vote)

Before the launch day, we crafted a teaser video filled with pictures of hot models to trigger people like something to be happening at Big C. We spread invitation cards to the publishers and consumers. On the event day, we turned groceries into Victoria Secret’s runway! That’s how we created social WOM phenomenon and definitely excitement for a passer-by who was shopping their stuff. We did a Facebook LIVE via Big C page. We promoted promotion offers to drive footfalls as using mixed media on ground and online.

List the results (20% of vote)

We increase sales at 30% or equals to 20,000 bras, higher valued than we can sell spinach! The sales record is better than traditional BOGO promotion ever since opening the supermarket. We also hit our target 150 million Baht during the 2 weeks period campaign.