Cannes Lions

CONVENIENCE STORE

GREY GROUP KUALA LUMPUR, Kuala Lumpur / QUICK & EASY CONVENIENCE STORE / 2010

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Overview

Entries

Credits

Overview

Description

QE is a chain of 24-hour convenience stores recently launched in Malaysia. The task was to differentiate QE from the competition by highlighting both its wide range of quality goods as well as its affordable prices.

Execution

QE’s variety and pricing are such that one could fill a receipt over 1,000 centimetres long with goods, and still arrive at a very attractive total price. So we created The Receipt Bag, a shopping bag seemingly made out of a solitary strip of receipt paper.

Presented to customers who purchase 10 or more items in a single receipt, the bag allowed QE to list out the large selection of products on sale and also their individual prices. This design culminates with a tab resembling the bottom portion of a QE receipt, complete with a surprisingly small total price.

Outcome

Planned as a short-term redemption incentive for shoppers to purchase more, all 200 bags were redeemed within 8 days, surpassing client expectations by more than 20 days.

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