Cannes Lions

STORE

LOWE, Bangkok / BIGC SUPERCENTER PUBLIC CO / 2011

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Overview

Entries

Credits

Overview

Execution

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.

Outcome

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 networksMore than 45,000 coupons redeemed35% sales increaseNews coverage reached 8 million people

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