| Title | MISSPELLINGS ON SALE |
| Brand | DOMO |
| Product/Service | WESTWOOD |
| Category |
C03. Other Consumer Products (incl. Durable Goods) |
|
Entrant Company
|
GMP ADVERTISING Bucharest, ROMANIA
|
|
Advertising Agency
|
GMP ADVERTISING 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 Brief
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.
Campaign Success
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 biggest discounts on the market.
Describe the success of the promotion with both client and consumer including some quantifiable results
- 25,000 users were simultaneously browsing Domo’s website after the first misspelling;
- 200% increase in daily traffic on the website compared to the previous period;
- 260,000 new user accounts created on the period of the promotion;
- Our SEO ranking was hugely boosted due to misspellings' massive sharing;
- On August 31st, after 1 month of misspellings, we ran out of stalk. Sorry, stock.
Explain why the method of promotion was most relevant to the product or service
The “Misspellings on Sale” campaign is a simple and lateral solution to repackage in an attention-grabbing way the typical price discount promotions.
We invented a reason why prices should be cut, as an equitable trade-off for misspelled product names.