iShopChangi –
Tax AbsorbMania
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iShopChangi by Changi Airport Group (CAG)
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Tax AbsorbMania
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Retail / Online Retail / Duty-Free Retail
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Campaign, Activation, Physical Collateral, Digital, Social, KOLs (Concept, Storyboard, Talking Points and Script)
With Singapore’s GST leaping up to 8%, the people needed a wallet-saving hero.
As shopaholics across the country cried out for someone to rescue them from shopping taxes, only iShopChangi could answer that call.
It was time for Singapore’s only online tax and duty-absorbed shopping destination to shine.
Starting with a guerrilla social campaign that involved KOLs fuelling social chatter with tax-beating hacks,
we fanned the fire to rile the public up before finally revealing the solution to their woes:
Tax AbsorbMania
iShopChangi’s roving pop-ups that took tax-absorbed shopping from URL to IRL.
That’s a showcase of over 20,000 authentic and premium products from across the globe, extra deals and savings on top of tax and duty-absorbed prices, event-exclusive promotions, freebies, prizes, and more, offline for the first time.
Introducing
Tax AbsorbMania
Photo of the first of 4 roving pop-ups, shot taken located outside Wisma Atria
KOLs Join the Fight Against Taxes
An IGS content series was prepped for our KOLs to work with.
And they were rolled out progressively to lead into the launch of Tax AbsorbMania.
Launch Day
As promised in their IG stories, our KOLs were present on launch day, introducing the event to the public through an IG reel that rolled out on the same day. Scenes, storyboard, and script were all prepared beforehand to fit the same-day deadline.
IG reel with Yina and Tricia on Tax AbsorbMania 2023's launch day.
The Activation
The Pop-Up
The Results
