Award: CAMPAIGN CATEGORIES \ C09. Best Cost-Effective Event

“Grand Sale Festival – Shine With Your Idol” was PNJ’s Black Friday 2025 campaign, designed to deliver strong retail impact under disciplined cost control.

Built on an Experience-Led Value Strategy, the campaign reframed Black Friday into a structured self-reward retail moment—where engagement was engineered to translate into purchase without relying on aggressive discount-led communication.

Team adopted a selective, high-yield deployment model across six big-scale events, strategically chosen key stores, and flexible touchpoints filtered by traffic density, purchasing power, and commercial visibility. Standardised production formats, centralised procurement, and leveraged mall footfall strengthened efficiency and reduced cost dilution while maintaining brand-consistent retail execution.

Overall, the team delivered a high-performing campaign model that achieved measurable growth and improved conversion efficiency through precision-led planning and execution.