JCDecaux helps Pricerite launch ‘virtual e-store’ campaign in MTR

Both a Pricerite spokesperson and Amy Chan, MD of JCDecaux Transport, acknowledge that the concept is inspired by a 2011 campaign for Tesco in South Korea, which went on to win a Grand Prix at Cannes.

Pricerite's ‘virtual shopping’ campaign, which will run from 20 April to end of May, features a poster installation at the Admiralty MTR station and trackside 12-sheet panels & platform screen doors at Tseung Kwan O and Tsing Yi.

The ads display more than 40 products (including tissues, plastic litter bins, and cooking pans) along with QR codes leading to the Pricerite mobile site, where consumers will find more than 100 products on sale for 15 per cent off and home delivery.

The Pricerite spokesperson told Campaign Asia-Pacific that the campaign fits with the brand's smart-living marketing concept, providing a user-friendly experience to its customers. The spokesperson also pointed out that rent in retail space is getting more and more expensive in Hong Kong. The 27-year-old chain currently has 30 stores.

Cheil's campaign for Tesco took place in one of Seoul's biggest subway stations. The campaign was expanded to bus stops in Seoul in 2012.

Chan said that other countries have tried the approach before, but its success depends on whether there is high smartphone penetration.

According to data from the Hong Kong Government, mobile penetration in Hong Kong was 213 per cent as of  January 2012. The city's smartphone penetration rate of 61 per cent (2011) ranked second in the world.

Pricerite is promoting the new e-commerce campaign through its WeChat account, print and Facebook.