Results and Effectiveness

We certainly attracted attention to an otherwise quieter store. Within the first 3 hours of our launch, there were over 2000 unique visitors to the site. Over the weekend, more than 10,000 promo codes were redeemed. Projected daily online sales rose from 20% to 50%. Till date, online sales have kept up to the level of awareness that the promo game had brought to the store.

Creative Execution

The team believed that the novel idea and ambitious integration between promo, gaming and reality would be best implemented using Courts existing assets and reach. Tapping into the 100,000 plus fan base it had on social media channels, along with the 400,00 plus members on its VIP store membership, the game plan was to rely on these crowds to spread the word to a larger one. More importantly, the media team picked the perfect occasion to launch this campaign. Every year, Courts Anniversary Sale attracts massive crowds to its flagship store. It was the perfect occasion and place to activate our online promotional game.

Insights, Strategy and the Idea

• The business objective was to raise the sales of Courts Online store by 20%. • Courts departmental stores have always been seen as the go-to place for bargain hunters. Perpetual offers and discounts are in its DNA. However it lacks equity with the younger generation of online shoppers. The sales of its new online store pales in comparison with its physical outlets island-wide. • Our idea was based on a simple insight. Online shoppers prefer comfort over jostling with physical crowds. But what's even smarter than avoiding crowds? It's making use of them. • By boasting the largest home furnishing store in Asia, that attracts thousands over a weekend sale, only Courts could pull off a promotional campaign leveraging upon crowds. By blurring the line between gaming and reality, we captured the attention of the savvy next generation of shoppers.