| Title | MISSPELLINGS ON SALE |
| Brand | DOMO |
| Product/Service | WESTWOOD |
| Category |
D02. Costs/Creative Performance PR Campaign |
|
Entrant Company
|
GMP ADVERTISING Bucharest, ROMANIA
|
|
Advertising Agency
|
GMP ADVERTISING Bucharest, ROMANIA
|
|
PR Agency
|
GMP PUBLIC RELATIONS Bucharest, ROMANIA
|
Credits
| Mihai Gongu |
Gmp Advertising |
Creative Director |
| Ioana Munteanu |
Gmp Advertising |
Creative Director |
| Florian Nistor |
Gmp Advertising |
Art Director |
| Radu Rebei |
Gmp Advertising |
Art Director |
| Bogdan Danailescu |
Gmp Advertising |
Art Director |
| Andrei Mihailescu |
Gmp Advertising |
Copywriter |
| Monica Bondoc |
Gmp Advertising |
Graphic Designer |
| Dana Pascu |
Gmp Advertising |
Strategist |
| Adrian Radu |
Gmp Advertising |
AV Producer |
| Alexandra Mihus |
Gmp Advertising |
Account Director |
| Cristiana Belodan |
Gmp Advertising |
Client Service Director |
| Veronica Gogescu |
Gmp Advertising |
Traffic Manager |
| Corina Scheianu |
Gmp Advertising |
Social Media Manager |
| Andreea Nemens |
Gmp Advertising |
Director Executiv |
| Andreea Nemens |
Gmp Advertising |
Director Executiv |
| Ana Maria Diceanu |
GMP PR |
Head of Crisis |
| Cătălina Șeitan |
GMP PR |
PR Account Director |
| Roxana Poede |
GMP PR |
PR Account Director |
The Campaign
Domo, a Romanian home appliances retailer, had a small budget and huge stocks of Westwood products, their private label brand.
We needed to grab people’s attention and clear out the stock in a period saturated with other discounts from bigger spenders.
The strategy was to create an innovative promotion by repackaging our discounts as buzz-worthy price cuts for misspelled products.
So, one morning, Domo’s website slipped a misspelling in the name of a product. It was not an ordinary misspelling. By changing one letter. “Rufe”(Clothes) Washing Machine became “Fufe”(Bimbos) Washing Machine. And, as expected, all hell broke loose.
One letter changed in the name of the product stirred immediate controversy in social media with leading TV stations, websites and blogs propagating the news for free.
Westwood’s CEO took responsibility and came out with a public statement: “We all make mistakes, but at Domo we pay for ours. With huge discounts on Westwood products.”
After the public announcement, all the products on Domo’s website were renamed. They all had funny misspellings, each with big matching discounts.
TV stations, websites, and influential bloggers highly appreciated our reaction as an act of courage in the dull Romanian retail industry.
The promotion spread through online banners, Facebook posts, radio commercials, contextual unconventional low-cost OOH, packaging, and loads of social media debates.
Meanwhile, on Domo’s website and stores, people hunted the misspelled products not only to laugh at the wording, but also to get the coolest discounts on the market.
The Brief
We needed to grab people’s attention and clear out the stock in a period saturated with other discounts from bigger spenders.
Execution
One letter changed in the name of the product stirred immediate controversy in social media with leading TV stations, websites and blogs propagating the news for free.
Westwood’s CEO took responsibility and came out with a public statement: “We all make mistakes, but at Domo we pay for ours. With huge discounts on Westwood products.”
After the public announcement, all the products on Domo’s website were renamed. They all had funny misspellings, each with big matching discounts.
TV stations, websites, and influential bloggers highly appreciated our reaction as an act of courage in the dull Romanian retail industry.
The promotion spread through online banners, Facebook posts, radio commercials, contextual unconventional low-cost OOH, packaging, and loads of social media debates.
Meanwhile, on Domo’s website and stores, people hunted the misspelled products not only to laugh at the wording, but also to get the coolest discounts on the market.
- Almost 1,200,000 PR impressions;
- Just a week after launch, the Facebook fan base
increased with 33,600 new fans;
- On the first day of promotion, Domo's website traffic
surged from 150,000 unique visitors to a record 450,000;
- 25,000 users were simultaneously browsing;
Domo’s website after the first misspelling;
- 260,000 new user accounts created during the promotion, which resulted
in a threefold increase of the engagement rate to 11,44%;
- In just a month, Domo climbed in the Romanian retailers' ranking:
from the 3rd place to the 2nd place;
- On August 31st, after 1 month of misspellings,
we ran out of stalk. Sorry, stock!
The Strategy
The strategy was to create an innovative promotion by repackaging our discounts as buzz-worthy price cuts for misspelled products.
So, one morning, Domo’s website slipped a misspelling in the name of a product .It was not an ordinary misspelling. By changing one letter. “Rufe”(Clothes) Washing Machine became “Fufe”(Bimbos) Washing Machine. And, as expected, all hell broke loose.