Shena — Copywriter
PRINT, TEASERS
COMMERCIAL
REALITY GAME SHOW
PRINT, MANIFESTO
The Brief
With more electronic stores sprouting, there is growing concern that salesmen are working simply to hit sales targets.
Best Denki wants the public to know they are sincerely there to help, are reliable, and know what's best for their customers.
The Concept
"Did you know?"
The campaign kicks off with a series of teaser ads sharing household tips. No company or brand logo, these ads have just a phrase "Those who know, know Best."
A week after, we reveal client's identity in a manifesto press ad and TV Commercial. Best Denki proves to be more than just an electronic store by sharing tips on radio talk shows, a reality game show on Channel 8, web banners, Facebook, Twitter, and even sporting a new uniform design.
The result? People view Best Denki as the place to go to for advice, with reliable specialists who fully understand the products to fit their customers' needs and lifestyle.
Your Best Bet - 智夺天下 on Channel 8
RADIO
"Call-in-Game" Question and Answer
1. How many BEST Denki outlets are there in Singapore?
Answer: 10 outlets
2. What is the tagline for BEST Denki?
Answer: Those who know, know BEST.
3. In the BEST Denki TV Commercial, who acted as BEST Denki’s specialist?
Answer: Vernon
4. What does the GEF stand for?
Answer: Grand Electrical Fair
5. Which level is BEST Denki at Ngee Ann City located at?
Answer: Level 5
6. How long is the entire BEST Denki GEF campaign?
Answer: 21 October 2011 to 22 January 2012
7. Which 98.7 DJ will be there for the BEST Denki VivoCity re-opening event?
Answer: The Muttons
8. What is BEST Denki’s website?
Answer: go.bestdenki.com.sg
9. What products does BEST Denki carry?
(a) Sofa (b) Muffins (c) Electrical & Electronic products
Answer: (c) Electrical & Electronic products
10. What is the name of the BEST Denki Gameshow on Channel 8?
Answer: Your Best Bet