Durian 針言 teamed up with ShopBack for the launch of the campaign 未夠抵 即係蝕底 (If it’s not a steal, it’s not a ShopBack deal), leveraging the 11.11 sales vibe. The catchy proposition connects with online shoppers, complemented by an interactive activation at Causeway Bay. Let’s see how our insights shaped the campaign.

Key Insights

The target audience is a budget-savvy group of online shoppers who are well-versed in saving money and earning rewards. For them, these habits are part of daily life, making typical savings messages less effective. With countless ads promoting savings, we needed to break through the noise and truly resonate.

Turning Insights into a Proposition

We moved away from traditional messaging about savings and jetso. Drawing inspiration from the saying 執輸行頭慘過敗家, we framed the conversation around the cost of inaction — losing out. This aligns with our audience’s budget-conscious mindset. The proposition 未夠抵即係蝕底 captures the idea that if you’re not shopping with ShopBack, you’re missing out on great deals. Its ironic and provocative tone grabs attention, sparks reflection, and creates urgency, encouraging hesitant users to try it out. We’re redefining how potential users perceive the cost of losing out on savings!

The Campaign

Activation

The outdoor billboards near Sogo Causeway Bay featured 58 QR codes, inviting passersby to scan the codes to unlock cash rewards of up to HK$300. The headline 越底越抵 唔嘟蝕底 (the lower the code, the higher the cash reward) added fun to the activation while echoing the campaign proposition 未夠抵即係蝕底.

OOH

In addition to the billboards at Causeway Bay, OOH advertisements were placed in high-traffic locations, including:

• Posters on wall and trackside at MTR stations
• Travelator at HK Station 
• Domination at Admiralty Station 
• Bus shelters