Client: ShopBack Agency: Durian HK #針言 #未夠抵即係蝕底 Durian #針言 is excited to have teamed up with ShopBack for the launch of the campaign #未夠抵即係蝕底 (If it’s not a steal, it’s not a ShopBack deal), leveraging the 11.11 sales vibe. The catchy proposition connects with online shoppers and is complemented by an interactive activation at Causeway Bay. Let’s see how our insights shaped the campaign. * Key Insights: The target audience is a budget-savvy group of online shoppers who are well-versed in saving money and earning rewards. For them, these habits are part of daily life, making typical savings messages less effective. With countless ads promoting savings, we needed to break through the noise and truly resonate. * Turning Insights into a Proposition: We moved away from traditional messaging about savings and jetso. Drawing inspiration from the saying #執輸行頭慘過敗家, we framed the conversation around the cost of inaction — losing out. This aligns with our audience's budget-conscious mindset. The proposition #未夠抵即係蝕底 captures the idea that if you’re not shopping with ShopBack, you’re missing out on great deals. Its ironic and provocative tone grabs attention, sparks reflection, and creates urgency, encouraging hesitant users to try it out. We're redefining how potential users perceive the cost of losing out on savings! * The Campaign: 1/ Activation The outdoor billboards near Sogo Causeway Bay feature 58 QR codes, inviting passersby to scan the codes to unlock cash rewards of up to HK$300. The headline #越底越抵 唔嘟蝕底 (the lower the code, the higher the cash reward) adds fun to the activation while echoing the campaign proposition #未夠抵即係蝕底. 2/ OOH In addition to the billboards at Causeway Bay #銅鑼灣, OOH advertisements are placed in high-traffic locations, including: - Posters on wall and trackside at MTR stations - Travelator at HK Station #香港站 - Domination at Admiralty Station #金鐘站 - Bus shelters We extend our heartfelt gratitude to our clients, Arthur Wan and Otilia Chan, for their trust and support throughout this project. Creative Agency: Durian HK, one of The Bees Founder & Partner: chungtsz shun, #KensonChan #Durian #針言 is known for its copy-driven approach to crafting advertising campaigns. See more of their work on the Facebook page https://lnkd.in/gjXtbZ3u #ShopBackHK #Durian #針言 #TheBees_Activation #TheBees_Creative #Marketing #Advertising
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General Manager at ShopBack HK & TW
3moThanks for the great partnership to bring our brand to life!👏🏻👏🏻👏🏻