BANGKOK, THAILAND — If you were to ask online shoppers what they want, it is likely that their answers would be ‘FREE DELIVERY’. Because if it wasn’t, CP FreshMart wouldn’t be triumphantly running off with twice the number of new users, taking from its competitors.
Frankly speaking, no one is keen on paying extra for the delivery fee added to the goods they had just purchased. Based on this particular customer’s insight, Thailand Fresh Food Industry is driven with ‘FREE DELIVERY’ offers and a little remark of minimum spends that are usually not small.
As for FREE DELIVERY, CP FreshMart is no different except that it’s genuinely FREE – without minimum spend balance or order size limitation whatsoever. The customer can order a dollar-worth ingredient, and CP FreshMart’s rider will still eagerly drop it off.
To raise awareness about this, YELL BKK has conceptualized “SEARCH ’N’ AMBUSH”, a stealthy yet effective low-cost search engine marketing strategy. Knowing that CP FreshMart has a better card at hand, they decided to launch search ads that openly point out what customers have missed on, ordering from other parties.
Dissara Udomdej, Chief Creative Officer / YELL BKK, revealed that “One of the most distinct behaviors of online shoppers is their love for Google search since they like to compare the price and services. Even though it is only natural to spend top dollar on advertising to gain awareness and drive sales, but we wanted to make the most out of the client’s budget. So, instead of bidding for the first position on Google Search, we aimed for the second one and with the help of creativity to grab people’s attention.”
Showing up right beneath its competitor, the message simply points out that CP FreshMart’s offers are advantageous. Within a month of the campaign, CP FreshMart has seen double new customers and 16x return of Ad Spend in its pocket.
Apart from its remarkable means and results, the campaign also held as a mirror to its mastermind, YELL BKK, who believes that the thorough understanding of customer’s insights and precise execution not only lead to the most effective communication but also creating an impact.
With the hardworking of this creative workpiece, Search ’N’ Ambush has been shortlisted on two of the worlds’ well-known award stages — WhiteSquare and New York Festival Advertising Award. For WhiteSquare, they had been selected as a shortlist campaign under ‘Marketing Effectiveness – short-term creative effectiveness’ category. Meanwhile, they were shortlisted under the ‘Creative Marketing Strategy Effectiveness – small budget, big idea and creative use of data’ category for the New York Festival Advertising.
Among the diversity of advertisements from all around the world, Search ’N’ Ambush from Yell BKK has revealed another step forward of successful performance.
The results of the campaign yielded:
- 5X the average Click-Through Rate for Household goods
- 2X number of new users
- 151% increase in total number of customers
- Return of Ad Spend up to 16X
