Brand Experience and Activation > Use of Media
CHEAP CHARACTERS
BBDO BANGKOK / undefined / 2009
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
With the widest range of products, HomePro, the largest home furnishing retailer in the country, has naturally become the 1st stop for people who come to compare products & prices before making their final purchase decisions. The brief was to make our customers aware of the upcoming sales event and prevent them buying products elsewhere prior to the HomePro Sale.
Implementation
We decided to turn tons of voiceless products that consumers always come to look at into our spokespeople and involved and entertained consumers in our film production process from the very start. In the month prior to the sale, we asked our walk-in customers to pick up home items they would put in a sale campaign. As they told us the prices they would wish to pay for these items, our sales people documented that particular product as if it was speaking itself. These consumer "cast characters" would be selected by us for a nationally broadcasted TVC campaign.
Outcome
Prior to the sale launch, more people came to the stores just to try and 'cast' their favorite/wanted products & document their cheapest wish list. When the TVC’s were on air during the sale period, the purchase rate comfortably surpassed the expected client revenue projection. Our client gained revenue of Baht 800 million. It also led to an extended sale event and another consumer participation TVC.
Relevancy
In the process of 'making the furniture talk' footage, everyone experienced 1st hand that HomePro was about to have another big sale. This would prevent consumers buying products elsewhere prior to the HomePro Sale. For many of our customers, this was like buying a lottery ticket. During the launch of our TVC series, they could see whether their "choices/cast members" had been chosen. The winners whose "casted" products made an appearance in the TVC's were later informed to pick up those products for the price they had earlier expressed as being the best sales price.
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