Instead of offering low prices in household appliances on International Women’s Day, we did exactly the opposite. We raised their value into ludicrous numbers. This was our Crazy Prices campaign.

We first started our communication as a traditional sale campaign (radios, magazine ads, outdoor and even e-commerce) and, when people reacted badly against our prices, we unveiled the campaign message on march the 8th:

Prices are not crazy. Crazy is thinking a household appliance is a nice gift to give to a woman.

Instead, we offered a huge variety of awesome gifts for people to buy.

Our campaign started the week before International Women’s Day. We communicated in our traditional media: newspaper, radio, social networks. But this time, the offer ads were different: the prices of the products were unbelievable and people reacted to this.

On March the 8th, we unveiled the Crazy Prices campaign was unveiled and we used the same media to tell people we raised prices because we didn’t want anybody to consider a household appliance as a gift.

Newspapers, social media and even feminist’s spokeswomen supported us.

The campaign was quoted by Argentinian most important media and many feminist’s spokeswomen as Debora Pérez Volpin and Maju Lozano supported us in their twitter accounts.

Even some articles said that this campaign “challenged the role of woman in retail stores”.

The most simple and powerful result was that no one bought any household appliance on International Women’s Day. And that’s a new record.