Singapore-based online grocer Redmart has launched the ‘shop as you are’ campaign, alongside its agency J. Walter Thompson Singapore, as a way to stand out in an increasingly competitive online shopping market in South East Asia.
The concept behind the campaign, the first major ad campaign for the brand, is to show Singaporeans that online grocery shopping can be done wherever and whenever, allowing people to fit shopping into their own lifestyle.
Roger E. Egan III, co-founder and CEO of RedMart, said: “We want RedMart to be synonymous with grocery shopping. Our first ever integrated campaign with key prominent buys in OOH media aims to cement our brand in the minds of local consumers.”
The Lazada-owned business is investing primarily into out of home media, focusing on bus, train and taxis, and bus shelters, but will also run the campaign across digital and social media channels.
The timing of the campaign has particular significance as the South East Asia region has started to get fiercely competitive for online retail. Specific to online grocers, Honestbee is upping its investment and Amazon has been plotting the launch of its services for some time. It also coincides with consolidation in the market, led by global ecommerce giants Alibaba and Amazon which are eyeing up the potential for growth in the area. Alibaba bought a stake in South East Asian ecommerce behemoth Lazada last year, in the same year Lazada bought Redmart.
J. Walter Thompson won the RedMart brief after a pitch last September. “RedMart is a very dynamic company, with high ambitions and the clout for growth and customer acquisition in 2017. We’re incredibly excited to work with them to raise the brand’s profile,” said Peter Womersley, CEO of J. Walter Thompson Singapore.