November 9, 2009
Way back in the 80’s, Courts was first at the heartlands.
It had stores at Ang Mo Kio and Bukit Merah, way before we even invented the word “heartlander”.
Now, things have changed at the heartlands:
More upbeat, more trendy and more cosmopolitan.
But the spirit hasn’t:
That down-to-earth, friendly and street-smart demeanour still prevails.
Courts knew that very well.
Which accounts for its latest best-selling campaign.
The recession is over – or is it?
Hari Raya is gone and Christmas is too far away.
How could Courts inject newness to its sale?
And give consumers a bigger reason to shop?
The Idea & Execution
Bring together Singapore’s two favourite brands – Courts and Phua Chu Kang.
It’s a timely move, as Phua Chu Kang is back again with a new TV series.
Time for the heartlands to get some love and attention.
Time to show that humour, candour and heartlander Singlish sell.
(And why not?)
It’s also a natural fit – the country’s largest retailer in partnership with its most renowned contractor – to launch the Courts Neighbourhood Sale.
Nothing quite like Phua Chu Kang to get the heartlanders excited about where they could get the greatest deals – at their neighbourhood Courts store!
In addition to islandwide offers, store managers hand-picked sale items for their own stores, ‘personalising’ it to meet the needs and buying patterns of their neighbourhood.
It’s a move made possible with the retailer’s 35 years of experience in the heartlands and commitment to offering the lowest prices guaranteed.
Sales went up – a 10% year on year increase for the 6-week campaign!
An amazing feat during a time of uncertainty.
There was great affinity for the Courts Neighbourhood Sale.
Heartlanders loved the fast-talking, quick-thinking Phua Chu Kang as much as the items on sale.
Now, nobody knows heartlanders like Courts.
After all, it’s been at the heart of Singapore for 35 years.
If Phua Chu Kang says it’s good, it must be good.
And probably the best in Singapore, JB and some even say Batam.