文/十九
泰国人民喜欢看烟花，喜欢拍烟花。
商场开业促销，就在烟花里做文章！
这次的开业烟花盛典，烟花形状比较独特，都是数字，比如8,10,100……只要拍到相应的数字，就可以直接出示，作为现金在商场买单时使用。10就是10铢，100就是100泰铢！
Credits & Description:
Type of Entry: Product & Service
Category: Retail (Incl. Restaurants)
Advertiser/Client: BIGC
Product/Service: STORE
Entrant Company: LOWE Bangkok, THAILAND
Sales Promotion/Advertising Agency: LOWE Bangkok, THAILAND
CCO: POM CHAIYAPORN (Lowe/Open)
Intergrated Creative: Komsan Wattanavanitchakorn (Lowe/Open)
Intergrated Creative: Phairat Uaphadunglert (Lowe/Open)
CREATIVE DIRECTOR: Chalit Manuyakorn (Lowe/Open)
COPYWRITER: Noppakate Tawun-unnop (Lowe/Open)
Art Director: Wutikai Chaika (Lowe/Open)
Creative Director: Pornchai Sanchaichana (Lowe/Open)
Intergrated Creative: Nittha Preuksacholavit (Lowe/Open)
Print Producer: Natwithu Saengvichien (Lowe/Open)
Producer: Chudthai Khumpong (Lowe/Open)
Planner: Boonchai Suksuriyayothin (Lowe/Open)
Account Manager: Chanwoot Luechaisit (Lowe/Open)
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
The Promo / PR Ad titled THE FIRE WORKS DISCOUNT COUPON was done by LOWE Bangkok advertising agency for product: Store (brand: Bigc) in Thailand. It was released in the Jun 2011. Business sector is: Retail stores & rental companies.
