The Brief

As Asia's largest home furnishing retailer, Courts departmental stores have always been a crowd puller for seasoned bargain hunters. But it needed to attract the affluent younger generation for its new online store. The strategy was based on a simple insight. Online shoppers prefer comfort over jostling with physical crowds. It just seemed like the smarter thing to do. But what's even smarter than avoiding crowds? It's making use of them.

Creative Execution

By boasting Asia's largest home furnishing store, one thing that Courts always had was bustling crowds over a major sale. We decided to exploit that. It was also the first time that a retailer used its shoppers in-store for its shoppers online. By blurring the line between digital game-play and reality, we ensured that we engaged the affluent online community. Even someone whom perhaps had no intention of making any purchases.

Describe the creative solution to the brief/objective.

We created an online promotional game that used our shoppers in-store for the benefit of our shoppers online. Via colour recognition technology and live streaming, unsuspecting bargain hunters in Courts' largest store were used by players in our online game to unlock promo codes. The more colours detected, the greater the prizes. Based on this campaign, we projected for 20% increase in sales and footfall to the online store.

Results

Within the first 3 hours of the launch of this online promotional campaign, we had over 2000 unique visitors to the online store. Average daily unique visitation doubled over the projected response rates. Average daily sales went up by 50%, surpassing the original projection of 20%. 10,269 promo codes were redeemed online over the weekend duration of the campaign.