Tax AbsorbMania

In response to Singapore’s GST increase to 8%, Changi Airport’s e-commerce platform, iShopChangi, seized the opportunity to turn consumer frustration into an innovative shopping experience with Tax AbsorbMania. At a time when shoppers were feeling the impact of rising prices, the campaign introduced a groundbreaking solution, tax-free shopping, whether traveling or not. This unique proposition positioned iShopChangi as Singapore’s only destination where customers could shop without paying tax on their purchases.

The campaign was executed through a multi-channel strategy that engaged consumers at every touchpoint. Kicked off with social media buzz, where influencer-driven content teased tax-saving hacks and sparked anticipation across platforms. This was followed by a series of pop-up activations in key locations, including Orchard targeting shoppers, Tanjong Pagar for professionals, and Star Vista for families. These guerrilla-style activations surprised and delighted shoppers by offering instant tax refunds in the form of cash vouchers, creating a tangible, on-the-spot benefit.

The pop-up stores were designed to make a statement, featuring a striking facade with oversized product installations and a bold 8% TAX header that appeared to be absorbed into the store. Shoppers were also drawn in by an interactive game offering instant-win prizes for all participants. With over 20,000 tax-free items and exclusive event deals, the experience transformed shopping into a fun and rewarding adventure. Adding to the excitement, influencers hosted livestream shopping events allowed online audiences to engage in real-time, discover special offers, and further amplify the campaign’s reach.

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