Goal & Objective
In an increasingly competitive automotive market, BYD by JC partnered with FPG ADvantage, FairPrice Group’s (FPG) retail media network, to move beyond traditional awareness objectives and drive measurable business outcomes. The campaign aimed to keep BYD by JC top-of-mind throughout a longer consumer consideration journey, leveraging sustained visibility and first-party shopper intelligence to drive test drive sign-ups, vehicle sales and overall sales growth.
By integrating the brand into trusted digital touchpoints across FPG’s ecosystem, the campaign sought to engage consumers in relevant moments throughout their everyday shopping journeys while creating stronger pathways from awareness to action.
Challenge
Singapore’s automotive market was becoming increasingly competitive, with rising EV adoption¹, continued COE fluctuations² and increasing ownership costs reshaping consumer purchase decisions. As consumers spent more time researching and comparing options before committing to a vehicle purchase, brands faced increasing pressure to remain relevant throughout a longer consideration journey.
For BYD by JC, the challenge was not simply about driving awareness, but about converting consumer interest into tangible business outcomes. Traditional awareness-led automotive advertising channels often delivered strong visibility, but struggled to sustain repeated engagement over time.
The challenge was further amplified during the Chinese New Year period, one of Singapore’s busiest and most competitive advertising seasons, where brands across categories competed aggressively for consumer attention.
Solution
To address this challenge, BYD by JC partnered with FPG ADvantage to engage consumers through highly targeted digital touchpoints embedded within everyday shopper journeys.
Chinese New Year presented heightened shopper activity and digital engagement, but also intensified competition. With BYD by JC’s anniversary campaign following shortly after, the brand identified an opportunity to extend festive attention into a prolonged campaign period, sustaining visibility and engagement across two key moments rather than relying on a single campaign burst.
Recognising that automotive purchases are highly considered decisions requiring repeated exposure and sustained brand recall³, the strategy leveraged FPG’s first-party shopper intelligence to identify audiences with stronger automotive relevance. This included existing car owners identified through Caltex Linkpoints partnerships and lookalike modelling, shoppers purchasing automotive-related products such as car shampoo and car wax, and growing family households identified through purchases such as milk powder.
The campaign was brought to life through high-impact Omni Masthead placements within the FPG app and FairPrice e-vouchers as an engagement mechanic, combining sustained visibility with stronger pathways towards test drive sign-ups and vehicle sales.
Results
The campaign successfully translated sustained visibility and repeated consumer engagement into measurable business outcomes, demonstrating how retail media could effectively support longer automotive consideration journeys while driving real commercial impact.
Key results included:
- Achieved an +81% Sales uplift in BYD vehicle sales during the campaign period.
- +330 Test drive sign-ups generated throughout the campaign period.
- Drove 64 BYD vehicle sales during the campaign period.
- 4.2 million impressions delivered across FPG’s digital ecosystem.
- Marked one of FPG ADvantage’s strongest-performing non-FMCG campaigns, translating sustained shopper engagement into measurable automotive outcomes.
Key Takeaways
The campaign demonstrated that retail media can play a powerful role beyond traditional FMCG categories by supporting high-consideration purchase journeys such as automotive. Rather than relying on short-term visibility, sustained engagement across trusted digital touchpoints helped keep BYD by JC top-of-mind throughout the consumer journey.
By combining first-party shopper intelligence, repeated exposure and engagement-led mechanics, the campaign successfully bridged the gap between awareness and conversion, proving that retail media can deliver measurable automotive outcomes at scale.
Sources
- Land Transport Authority Singapore, Strengthening Singapore’s EV Ecosystem (2025).
- The Straits Times, COE prices up across all categories, Cat B up 8.6% to $114,002 (2026).
- Nielsen, In Emerging Media, Brand Recall Is the Biggest Driver of Lift (2023).