Courtesy of TemuAd
Who wants to shop like a billionaire? According to the up-and-coming e-commerce platform Temu, everyone can shop with freedom on its marketplace because the prices are so affordable and the merchandise so wide-ranging.
That's the pitch with Temu's Big Game commercial, titled "Shop Like a Billionaire," which aired during the first and third quarters of the annual sporting bash. Temu's ad follows the adventure of a young woman whose interest is sparked by the wide selection of affordable clothing and accessories on the Temu app. After snapping up different outfits and accessories without worrying about how much they cost, she ventures outside her apartment to share the joy of shopping with the public, giving them fun makeovers.
"It's our first time, and we are thrilled to be part of the 2023 Big Game lineup to share Temu's mission of quality at affordable prices," a spokesperson from Temu said. "Through the largest stage possible, we want to share with our consumers that they can shop with a sense of freedom because of the price we offer. 'Shop Like a Billionaire' is no longer a dream because of Temu."
Temu has topped the U.S. app stores for downloads since late last year, just months after it began operations in September 2022. The e-commerce startup is headquartered in Boston and is owned by Nasdaq-listed PDD Holdings Inc. (Nasdaq: PDD), which also owns the social commerce platform Pinduoduo. Temu's marketplace features a wide range of merchandise in 29 major categories, from beauty and fashion to office supplies and home improvement tools, at prices that are often much lower than those of other retailers and e-commerce sites.
To complement the Big Game ad, Temu is holding a "Shake and Cheer" $10 million giveaway to reward customers while generating buzz around the company's growing e-commerce platform. The sweepstakes offer users a chance to win a variety of cash and prizes and are the company's way of thanking its customers for their support while also attracting new ones.
"The $10 million sweepstakes are our way of saying thank you to all the customers who have supported us and also those who we hope will become our customers in the future," the company spokesperson said.
The Big Game campaign follows an announcement by Temu that it would begin shipping to Canada this month, marking the first expansion outside the U.S. since it began operations last fall.
Meanwhile, the ad aroused the curiosity of many consumers when it first aired in the first quarter and then again in the third quarter. "Placing its spot twice in the Big Game is a strategic move that puts the nascent brand on consumers' radar," wrote AdWeek, which covers the advertising industry.
Consumers have noticed. "I have never in my life heard of Temu. Should I have heard of it?" tweeted Caroline McCarthy, who works in marketing. Martine Paris, a tech commentator and writer, tweeted, "Thinking that Temu ad should've had a QR code."