King Power - "Travellers' Regret"

BACKGROUND:
Over 70% of Thai travellers do not stop and shop at King Power.

TASK:
To trigger them to shop at King Power

DISCOVERY:
Thai go shopping overseas, expecting to get the collection they want or buy goods at cheaper price. However, they often regret and go back home bare handed or later relised they bought high priced goods. Whereas in fact, they can get imported goods at duty free price at King Power.
These regrets were translated into Thai proverbs that were catchy and easy to understand in creative brief. Creative decided to use these 'proverbs' as the key execution.

RESULT:
​​A BIG HIT! Audiences recognise the campaign immediately as it is simple and culturally relevant.
Generated 10% sales increase in a quarter
119% of member spent over a million baht a year
Client’s request to do second episode of the campaign, using the same idea. This time featured Leicester City football players (The team owned by King Power)