Good things come in Pair
2016 is the year of change for Esso LPG, as they tread into competitors’ territory into heartland Singapore, namely Jurong West and Tampines Market. Before the Chinese New Year, Singapore sinks into a buying frenzy as most shops and eateries are closed leaving many to fend for themselves.
Seeing this as opportunity to reinforce their brand vision connections for life, Esso LPG set up mobile store to introduce the pre-sale of Light Petroleum Gas Cylinder to heart-landers. The brand hopes to encourage families to have an even fruitful reunion by preparing their own meals for this gathering. This is a winning move to many mid-level income families who prepare their New Year gathering and they get a cheaper deal for buying 2 tanks of cylinder. These families also get to walk away with complimentary gifts.
The Consumer Journey
Distribute mailers to houses near the booth location. The promotion will be stated in the direct mailers. As consumers approach market in heartland mall, they will see the booth along with the God of Wealth. Register and buy 2 cylinder tanks at a low promotional price. Consumer gets to walk away with 1kg rice bucket and a chance to win a complimentary gift. Consumer scratch the card to get the complimentary gift. The gas cylinder will be delivered on days requested by the consumers. Consumers gets a retained voucher for the second tank to be deliver after the New Year.
The key icon design revolve around food and cooking.
