The Brief

As Asia's largest home furnishing retailer, Courts was facing a problem for Cool Zone - its retail division for air-conditioning. In comparison to electronics and regular home furnishing items, walk-in sales were slow and repeat purchase cycles are long. We were tasked to seek out a smarter way to promote its latest air-conditioning deals.

Describe how the promotion developed from concept to implementation

Air-conditioners are a pain to live with once they start turning faulty. Compressors leak, rattle, and sometimes roar. The biggest victims? Neighbours. Often strangers to one another, they avoid confrontation and end up suffering in silence. So we created a digital channel that allowed neighbours to snitch on annoyances anonymously. Based on the leads, Courts would deploy its service crew to the scene. Under the cover of providing free servicing in the vicinity, they were often able to gain access into the antagonist's home. Which made it easier to promote deals for new air-conditioning.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within the first two weeks of launching this service, we had 35 official reports of annoyances. 25% conversion rate to new purchases. Till date, over 3000 unique footfall to the site. Although it is still early days to provide more results, signs have been promising.

Explain why the method of promotion was most relevant to the product or service

The idea to create a "complain channel" helped Courts generate leads for potential customers. One who already had faulty air-conditioning that could require replacing. Leads that otherwise would have been really hard to find. More importantly, it was a service that benefited both the snitches and Courts as a retailer. In exchange for peace and quiet, the annoyed neighbour could easily provide all the leads Courts needed. While the antagonist could enjoy free servicing and great deals for a new airconditioner. Everyone wins.