Client Brief
Supermarket chain Giant, a leading mass-retailer known for unbeatable value, came to us with a challenge: lack of brand affinity with their consumers. Their competitors were also competing directly with their price points, which had always been their advantage.
Such a problem required a creative solution—Giant needed to stand out from the competition beyond the price tag.
Our Solution
We conceptualised and launched Giant Super Savers Club (GSSC) in June 2017—a members-only rewards programme aiming to build greater cognition with their target market through a dedicated Facebook and webpage.
Realising that this move presents a late entry to the scene where competitors had already established communities, we needed a different "stand-out" factor. This gave birth to "Lobang Queen," a carefully crafted persona that humanised the brand in order to resonate with the core Giant audience of heartland: housewives looking for the best deals.
