| Title | CROWDS FOR CODES |
| Brand | COURTS ASIA LIMITED |
| Product / Service | COURTS ONLINE STORE |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Antonio Valentino | Ddb Group Singapore | Project Manager |
| Priscilla Tan | Ddb Group Singapore | Account Executive |
| Chloe Huang | Ddb Group Singapore | Senior Account Manager |
| Inez Loh | Ddb Group Singapore | Account Director |
| Aaron Santos | Ddb Group Singapore | Technologist |
| Andrew Candraditya | Ddb Group Singapore | Technologist |
| Ronald Hariyanto | Ddb Group Singapore | Technologist |
| Loy Yokehow | Ddb Group Singapore | Technologist |
| Nosheen Arai | Ddb Group Singapore | Technologist |
| Yeo Wee Lee | Ddb Group Singapore | Head Of Technology |
| Kenneth Chia | Ddb Group Singapore | Copywriter |
| Chew Huichin | Ddb Group Singapore | Copywriter |
| Jovan Peh | Ddb Group Singapore | Art Director |
| Joseph Chan | Ddb Group Singapore | Art Director |
| Cheng Shuyau | Ddb Group Singapore | Creative Group Head |
| Ed Cheong | Ddb Group Singapore | Creative Director |
| Joji Jacob | Ddb Group Singapore | Group Executive Creative Director |
| Neil Johnson | Ddb Group Singapore | Chief Creative Officer |
Courts departmental stores have always been seen as the go-to place for seasoned 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. We needed a different game-plan to resonate with the online crowd. The business objective was to raise the sales of Courts Online store by 20%.
Online shoppers prefer comfort over jostling with physical crowds. But what's even smarter than avoiding crowds? It's making use of them. 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. We projected for a 20% increase in sales and footfall to the online store.
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.
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.