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NTUC FairPrice Xtra goes mobile for anniversary contest

NTUC FairPrice Xtra supermarket in Singapore recently celebrated its seventh anniversary and so was looking to increase brand engagement with local families.

Background
The supermarket launched a 3-week contest ‘Trolley Dash’ to drive customers to shop in-store and online. Millennial Media partnered with the supermarket FairPrice Xtra and Havas Media, its media agency to develop its digital campaign to target the consumers.

Execution
Millennial Media created banner ads with new content for every week of the campaign, to cater to the relevant market. There were notable peaks in the performance of these ads around these creative updates.

Millennial Media used strategic targetic tactics to have a broad reach and create awareness about the anniversary contests, games and special offers. The target audience was keen to participate in the games and shopping channels to win store vouchers. A highlight was the location-based targeting of ads, games, contests which led to customers heading towards their nearby local supermarkets to participate in events.

Results
By utilising the targeting capabilities of Millennial Media around the key supermarket locations, the campaign was able to draw customers to the local supermarkets. The CTR of 0.71 per cent overall reflected on the strong awareness created by the campaign among the target audience.

The rich media ads directed customers to FairPrice Xtra Site, leading it to become FairPrice’s most visited page during the campaign.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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