King Power's Business: Thai Leading Duty Free Retailer
I was responsible for wide ranges of project and witnessed the brand development during my time working for this client.
Rebranding Campaign 'LONGING IS PRECIOUS'
BACKGROUND: King Power was perceived to be luxurious and 'cold'. Without feeling good to the brand, it can be replaced by others. King Power then identified its brand to be 'an understanding travellers' companion' and decided it needed to make a connection.
TASK: Create emotional connection under 'an understanding travellers' companion'
DISCOVERY: All travellers have their loved ones waiting at home. Gifts we bought were precious because it carried love and care rather than the value of the price.
IDEA: Longing is the most precious gift
RESULT: Top box brand preference shot up 9 times after 3 months of campaign launch Though launched in the last quater of 2014, it was ranked Top five of 2014 Thailand YouTube Leaderboard.
Sales Boosting Campaign
'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.
IDEA: Shop at King Power, or regret it later
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)
The copy in the ads worked so well that it can be put up everywhere to trigger purchase, especially in-store. They were also span into different parodies and finally registered as King Power’s words.
Second episode of the campaign
Market Expansion to New Travellers Online Campaign 'NEW TRAVELLERS GUIDE'
BACKGROUND: Hike of low-cost flights means hike in number of travellers too, but numbers of new travellers shopping at King Power is considered low, comparing to its amount.
TASK: Trigger new-to-travel-aboard to shop at King Power
DISCOVERY: For new-to-travel-aboard people, anxiety about the trip is everything. At airport, anxiety to catch the flights stop them from shopping at King Power. We therefore needed to share the understanding of their anxiety and later pull them to King Power. This campaign was carried out online and injected contents throughout consumers' journey.
IDEA: Be in the know to avoid mistake
RESULT:
The campaign resulted in 298% increase in King Power website traffic that leads to shopping
Better retention, reach and views on YouTube
Better engagement on Facebook
Starting with hero content to gain attention combining new travellers’ failures and finally linked to King Power website. This was carried out together with scheduled pushed content about travellers’s tips including king power’s tips to shop - seeding content.
Finally everything led to hygine content: Educating information about King Power’s shopping tips
Other projects I had been working with King Power include
House brand strategy
Store renovation concept
e-commerce platform both in Thailand and China
Leicester city football team fan base online expansion in Thailand