The Brief

During Chinese New Year the market is flooded with promotions. They’re all quite similar and consumers are only concerned about the best deals. In order to get people into Media Markt we needed a strong promotion price that also had emotional value that stood out in the crowded market.

Creative Execution

It stood out among all other Chinese New Year promotions because it was based on the basic truth of Chinese believing a hair cut for the New Year will bring good luck. It was also unique because it let the consumer decide how much of a discount they wanted to receive. The more they cut their hair, the more of a discount they received.

Describe the creative solution to the brief/objective.

We leveraged the insight that Chinese want to start the New Year with good luck and believe cutting your hair will bring good luck. Our Chinese New Year promotion let customers decide how much they wanted to cut our prices by cutting their own hair. The more hair they cut, the more of a discount they received. We let everyone know about our in-store event through outdoor and social media.

Results

-8,345 people got lucky over a two-week period -1.5 million mentions in Weibo (Chinese Twitter) -Store traffic up 65% during the two-week period -Sales jumped 58%