Challenge

In Shanghai, retail stores are always battling each other for customers. The competition is fierce.

Strategy

Instead of fighting the competition like everyone else, we focused the spotlight on us and fought ourselves. Which is culturally very sensitive in China. People want to avoid rocking the boat and conflict in general in the workplace. We knew that by publicly creating internal conflict, we could definitely attract the city’s attention.

Idea

We created a public battle between our three stores’ actual managers. Whoever could get the most public support for their campaign would win. They could use any tactics they wanted. There were no rules. The winner would get US $300,000 to buy their supporters gifts. They were not actors. They had no previous acting experience.

How It Worked

During the campaign’s two-week period, the three managers bragged, taunted and threatened each other. Their campaigns began on social media. In total, they created a series of 10 films, a citywide outdoor campaign and held daily in-store appearances. Their campaigns culminated in a massive outdoor event where the public chose sides. The fans of the manager who received the most public support were rewarded with prizes and discounts.

The campaign ran over a two-week period in Shanghai. The three store managers would brag, taunt and threaten one another over social media about who was more deserving of the public’s love. They promised and delivered gifts, discounts and memorable content.

We had to monitor each manager’s conversations and develop storylines, films and additional content as it happened.

-More than 400,000 votes were cast

-All three managers became overnight celebrities and gained hundreds of thousands of social media followers

-Shanghai TV, Eastern Satellite TV, Jiangsu TV and all other local networks reported on our campaign

-In-store traffic 150% above target during the two-week period

-Sales 75% above target during the two-week period

-Over 8.5 million media impressions worth US $6.3 million

-In terms of Output/Awareness, we successfully brought the ridiculousness of the competitors’ price war to light. While demonstrating that Media Markt stood for a fun, honest and hassle-free retail experience.