#MarketingExcellenceAwards SG 2021 highlights: NTUC FairPrice takes inspiration from '90s Chinese variety shows' for visual concept

Founded in 1973 by the labour movement, NTUC FairPrice had a social mission to moderate the cost of living in Singapore. From one supermarket, it has grown to become a leading retailer in Singapore. According to the company, it serves more than half a million customers daily. However, when the pandemic hit in 2019, consumers were less than willing to head out from the comfort of their homes. 

As such, NTUC FairPrice saw the importance of staying relevant even when the pandemic situation evolves. NTUC FairPrice launched its "Food for Live" campaign, which impressed the judges, clinching the gold award for Excellence in Social Media Marketing at MARKETING-INTERACTIVE's Marketing Excellence Awards 2021.

Challenges

In the face of the evolving pandemic, there was an increase in people who turned to social media as a source of entertainment, and even casual shopping, while keeping safe at home. Additionally, live streaming and live selling gained popularity among the public and independent sellers. In a bid to engage with its consumers, the industry saw more brands jumping on the bandwagon. 

While businesses were adapting to the changes in the operating environment, the public's content consumption patterns were changing too, As a result, NTUC FairPrice saw a need to shift its focus from the usual football and sales objectives that the company has built its marketing strategies from. NTUC FairPrice wanted to respond to the rising popularity of live content being served up to entertain its homebound audience, and also bring its in-store demos to the online sphere in the face of the new normal. Furthermore, the company was looking for new ways to push out awareness of many of its brand and service offerings, aside from the usual one-way online targeted ads. 

Strategy 

NTUC FairPrice had an idea to design a visual entertainment concept that brings together the nostalgia from "90s Chinese variety shows", and the best elements of live streaming. During this period, NTUC FairPrice identified three key objectives the company needed to focus on. 

1. Build and strengthen awareness of the FairPrice brand mission and service offerings. 
2. Increase NTUC FairPrice's online reach and engagement among an older Mandarin-speaking audience on social media. 
3. Build brand advocacy with its audiences. 

Execution 

To ensure the objectives were met, NTUC FairPrice collaborated with Asia Momentum Media (AMM), a new digital entertainment company led by Jack Neo. 

Each Chinese-language episode consisted of three segments which included, a family sitcom, a live cooking segment, and a live selling segment. The contents in the episodes were all developed around content surrounding products and service offerings from NTUC FairPrice. 

The idea was to incorporate the most popular live stream formats of the new wave of online infotainment and social commerce into a unique 90-minute live show, beginning with a classic sitcom skit that Jack Neo fans would be more than familiar with, followed by a cooking segment, and for selected episodes, a live selling segment as well. Throughout the show, the talents and presenters were actively engaging with the audience via Facebook livestream comments over NTUC FairPrice as well as AMM Facebook channels.

To ensure the episode would appeal to a larger Chinese-speaking audience, a strong Chinese ensemble cast was chosen. Furthermore, the series was livestreamed over the Christmas season and during the Chinese New Year to have a wider target reach. 

Results 

The collaboration with AMM proved to be a success. In fact, the FairPrice Facebook page gained more than 4,500 followers during the live stream series. There was a total reach of more than seven million, and total campaign engagement of more than 100,000.