Fairprice Xtra: Lights On

Credits & Description:

FairPrice Xtra’s New 24 hour Hypermarket




The Brief


FairPrice Xtra is opening a new 24 hour hypermarket to serve late night workers. The task was to increase awareness of this 24 hour hypermarket among late night workers, and to get them to shop there.




Insight


Most late night workers go to and from work on their bicycles. In fact, a large bicycle parking lot is situated right next to this new hypermarket.




Solution


We advertise this new 24 hour hypermarket on the bicycle safety light itself by sticking a waterproof sticker with the headline, “We keep our lights ON 24/7”. These customised bicycle safety lights were given to the cyclists. At night, these gadgets light up, providing Fair Price Xtra 24h hypermarket further coverage as the cyclists are parking and traveling to and from work.