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How Yell Advertising Doubled Users for CP FreshMart with a Search ‘N’ Ambush Strategy

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A tactical campaign by Yell Advertising / Bangkok creates stunning results for the supermarket brand

How Yell Advertising Doubled Users for CP FreshMart with a Search ‘N’ Ambush Strategy

For this CP FreshMart campaign, Yell Advertising worked on Google Search Ads and other media, including a film case and board showcase.

The cast study features a combination of the narrator’s explanation and the cuts from many funny scenes to emphasise what the narrator is explaining.

CP FreshMart Charoen Pokphand food (CPF) is a small-scale supermarket distributing fresh products, ready-to-eat and frozen food where you can order directly from the store and easily select the delivery option from their online website or application.

Among the fresh food delivery business, there are several competitors aiming to expand their area and steal customers’ interest. This campaign was created to highlight the fair price of the products together with free delivery options, allowing customers a very convenient and time saving lifestyle.

Dissara Udomdej, chief creative officer / YELL BKK, revealed: “One of the most distinct behaviours of online shoppers is their love for Google search, using it to compare prices and services. As such, 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 to use creativity to grab people’s attention.”

Advertising a campaign on Google Search Ads can require a hefty media budget - you often have to compete with other brands who run in the same market. This situation led YELL to create an effective way to communicate with customers.

The agency put the brand as the 2nd ranked on Google Search Ads along with some provocative copy. The ads called out competitors, claiming to be better than the brand who ran their ad at rank one.

This campaign ran on Google Search Ads from 1st-31st January 2021. Once people searched the keywords related to the brand or product, the ad of CP FreshMart will appears at the second top where they can click on it and it will directly link to the website where they can order food online.

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Client

Client: CP

Product: CP FreshMart

Agency

Agency: YELL ADVERTISING / Bangkok

Chief Creative Officer: Dissara Udomdej

Creative Group Head: Chalermpol Bowonruttanaporn

Art Director: Pattanin Pattanangkura

Copywriter: Panisara Mothong

Strategic Planner: Kwanchai Pansuk

Account Executive: Nutwalaikorn Kwansila

Genres: Storytelling

Categories: Online retailers, Retail and Restaurants

YELL ADVERTISING, Mon, 17 May 2021 13:55:13 GMT