Benjamin Li
Apr 22, 2013

JCDecaux helps Pricerite launch ‘virtual e-store’ campaign in MTR

HONG KONG - If imitation is the sincerest form of flattery, Cheil Worldwide and Tesco will be flattered by a virtual store that Hong Kong household and FMCG retail shop Pricerite has launched in MTR stations with the help of JCDecaux.

Pricerite tries its hand at a QR-code market.
Pricerite tries its hand at a QR-code market.

Both a Pricerite spokesperson and Amy Chan, MD of JCDecaux Transport, acknowledge that the concept is inspired by a 2011 campaign for Tesco in South Korea, which went on to win a Grand Prix at Cannes.

Pricerite's ‘virtual shopping’ campaign, which will run from 20 April to end of May, features a poster installation at the Admiralty MTR station and trackside 12-sheet panels & platform screen doors at Tseung Kwan O and Tsing Yi.

The ads display more than 40 products (including tissues, plastic litter bins, and cooking pans) along with QR codes leading to the Pricerite mobile site, where consumers will find more than 100 products on sale for 15 per cent off and home delivery.

The Pricerite spokesperson told Campaign Asia-Pacific that the campaign fits with the brand's smart-living marketing concept, providing a user-friendly experience to its customers. The spokesperson also pointed out that rent in retail space is getting more and more expensive in Hong Kong. The 27-year-old chain currently has 30 stores.

Cheil's campaign for Tesco took place in one of Seoul's biggest subway stations. The campaign was expanded to bus stops in Seoul in 2012.

Chan said that other countries have tried the approach before, but its success depends on whether there is high smartphone penetration.

According to data from the Hong Kong Government, mobile penetration in Hong Kong was 213 per cent as of  January 2012. The city's smartphone penetration rate of 61 per cent (2011) ranked second in the world.

Pricerite is promoting the new e-commerce campaign through its WeChat account, print and Facebook.

Related Articles

Just Published

53 minutes ago

Global agency groups Q1 2023 report card: Organic ...

Organic revenues were up on the previous year at four of the 'big six' agency groups in early 2023.

1 hour ago

Let's chat(GPT) about NDAs

Right now, the PR industry is awash with discussions about artificial intelligence – for some, it’s the end of the world as we know it and for others, it’s the answer to their prayers.

1 hour ago

WATCH: Videos from Goafest 2023

Campaign India caught up with Goafest attendees to ask what stood out for them, what they'd like to see in 2024 and how talent can be groomed across the industry.

2 hours ago

Unilever marketing chief Conny Braams departs

Her replacement will be announced in due course.