Tesco shows consumers how to 'buang suay' this CNY with catchy medley

Tesco Malaysia has rolled out an MV  inspired by Cantopop singer Leo Ku's famous medley of songs titled "Golden Hits", as part of its Chinese New Year campaign titled "Ong" (luck) is in your hands. The campaign's central theme revolves around overcoming the struggles of the pandemic and hopes to inspire consumers that their luck for 2021 is in their hands.

Tesco's medley, which was composed by VMLY&R, is related to the generation that each family member belongs to. For example, the song rewritten for the mother was inspired by Anita Mui's song in the 1980s while the father's was inspired by Aaron Kwok's song in the 1990s. Meanwhile, the team drew inspiration from S.H.E's song in the 2000s and the son's jam was inspired by the latest rap songs from China, Tesco's head of brand and loyalty Sammy Chan told A+M. The MV's final song is an original composed by Ang Chee Ciang and Jackson Mah from VMLY&R, and touts the range of offerings Tesco has from fresh seafood and vegetables to soft drinks, Chinese New Year cookies, and healthier options.

"The Chinese want to 'buang suay"' (get rid of bad luck) and start afresh but no one can afford to spend too much [in such tough times]. So Tesco is here to help, but how do we tell an interesting story? And how do we depict scenarios that Malaysians of all ages can relate to? We decided to show that through a medley of popular hits, such as Leo Ku's one. After all, who will reject a familiar and catchy song?" Chan explained.

Mindshare, iDotYou, and Graph Studio's Derrik Yaw were involved in the project, which took about two months from briefing to producing the materials. Chan said the team was lucky to get all the work done before the second round of Movement Control Order (MCO) was imposed. 

"This was one of the most enjoyable and entertaining productions we've done. Just like the commercial, there were countless, laughs, late nights, trips down memory lane, and off-key singing during presentations, to say the least. But above all, it was the trust in the idea that truly gave this video the magic it deserved," Chan said. The video will run until 12 February on social media, YouTube and TV. 

The MV is part of Tesco's Chinese New Year strategy to offer customers the products they need at affordable prices, be it food, beverages, home furnishings, and apparels. Although Chan declined to reveal the ballpark figure of the campaign investment, she said the company is eyeing market share growth and improvement in net promoter score. To further engage consumers, Tesco is turning to Facebook live to promote its best selling items and dish out giveaways. It will also feature print and digital ads to promote its Chinese New Year and weekly promotions. Additionally, it is also working with feng shui master Joey Yap for a Facebook Live session on 30 January, as well as a few other key opinion leaders who fit the campaign theme of "Ong" (luck) is in your hands.

Chan told A+M that the pandemic and MCO has prompted Tesco to be agile and responsive to the situational changes, such as the lockdown limitations when it comes to creative production and media buying. At the same time, its marketing strategies and messaging also has to be sensitive with the current times, and ensuring its puts its customer first.

"The environment around us has changed due to COVID-19 and this in turn has changed customer behaviors and habits. We are learning and taking the insights and data into our marketing plans, which continues to focus on our customer offer of quality and value for food and daily needs in online and offline channels," Chan explained.

Last November, Thai conglomerate Charoen Pokphand Group completed the US$10.6 billion acquisition of Tesco's operations in Malaysia and Thailand, which was first announced last March to "further simplify and focus the business". Tesco began reviewing its businesses in these two markets in December 2019. According to Chan, it is in the midst of the transition post-acquisition and will be embarking on a rebranding exercise later this year.

Besides spreading joy to consumers, Tesco also sought to help local small and medium enterprises last year through the "Hero Bangkit Contest" done in partnership with Astro Malaysia. The contest awarded 10 local entrepreneurs free ad packages which were aired on Astro Radio’s terrestrial and digital platforms, and a total of RM50,000 worth of Tesco vouchers.

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