Aunty Lobang Queen and Singapore's Most Kiasu Town: how Giant won on brand, not price
The challenge
Giant competed on value, and value is easy to copy. Every time a rival matched its prices, Giant's one advantage eroded a little further.
Price alone gives a shopper no reason to feel anything for a brand. Giant had reach and low prices, but almost no affinity, nothing that made a heartland shopper choose it over the supermarket next door.
A character that spoke the heartland's language
We created "Aunty Lobang Queen" to voice Giant's Facebook presence in the language of the deal-hunting heartland shopper, launched alongside the Giant Super Savers Club. She wasn't a spokesperson bolted onto the brand; she was the brand's personality, sharp on a bargain and unmistakably Singaporean.
Then we turned a national trait into a campaign. "Singapore's Most Kiasu Town" invited the country to crown its most kiasu neighbourhood, a piece of cultural theatre that shoppers wanted to take part in rather than scroll past.
Singapore's Most Kiasu Town
The recognition
The work was awarded MARKies 2018 Gold for Best Idea, Female Audience, alongside a Marketing Excellence Awards 2018 Bronze in Search and a PR Awards 2018 Bronze in Consumer, produced with AKA Asia.
The Results
A brand people chose to talk about
Campaign Assets
The Creative Work
