Нестандартная реклама "The fire works discount coupon", бренд: BIGC, агентство: Lowe Bangkok
Название: The fire works discount coupon
Агентство: Lowe Bangkok
Рекламодатель: BIGC
Бренд: BIGC
Страна: Таиланд
Сектор бизнеса: Торговые сети, комплексы и магазины
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| POM CHAIYAPORN | Lowe/Open | CCO |
| Komsan Wattanavanitchakorn | Open | Intergrated Creative |
| Phairat Uaphadunglert | Open | Intergrated Creative |
| Chalit Manuyakorn | Lowe/Open | CREATIVE DIRECTOR |
| Noppakate Tawun-unnop | Open | COPYWRITER |
| Wutikai Chaika | Open | Art Director |
| Pornchai Sanchaichana | Open | Creative Director |
| Nittha Preuksacholavit | Open | Intergrated Creative |
| Natwithu Saengvichien | Lowe/Open | Print Producer |
| Chudthai Khumpong | Lowe/Open | Producer |
| Boonchai Suksuriyayothin | Lowe/Open | Planner |
| Chanwoot Luechaisit | Open | Account Manager |
Describe the brief from the client: Big C is a modern trade hypermarket which re-launched and renovated its flagship branch recently. Challenge: Make the grand opening of new Big C the most exciting event which brings people back to store and make a lot of purchases on the very first day.
Describe how the promotion developed from concept to implementation: Celebration + Promotion = Discount Fireworks. Thai people love to see and snap photos of fireworks. On the grand opening date of a new branch, we created the promotion the whole city enjoyed watching - ‘discount fireworks`. Once each firework item exploded, it revealed the discount you will get, such as 8, 10, 80 and 100 baht. All shoppers had to do was to take a snap shot of the same. They could then reveal the photo of the firework at the store to get the discount. For example, if they had taken the snapshot of the firework shaped like the number ‘10`, on their mobile phone, they could use it as a 10 baht voucher discount at the store.
Describe the success of the promotion with both client and consumer including some quantifiable results: Over 25,000 people joined the opening ceremony, the highest record ever for a store opening. Firework discount coupons become hottest thing with people sharing with others over facebook and mobile networks More than 45,000 coupons redeemed 35% sales increase News coverage reached 8 million people.
Explain why the method of promotion was most relevant to the product or service: The solution set a new record for brand in drawing people to the grand opening event and generated sales.
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