Back when NFTs were a hype, millions of digital artworks flooded the market. Everybody wanted to be in on it – including brands. But we all know what came next: the big crash. Suddenly all the excitement, dreams and marketing ideas were left to rot on the blockchain. A disaster for many brands. But a great opportunity for the supermarket chain Kaufland to make a unique statement about their fresh food with an unseen and disruptive social activation/promotion.

While other brands jumped on the hype, Kaufland calculated with the crash – and offered the broke crypto community a deal that would save their day: to turn their rotten NFTs into fresh fruit and vegetables. For every unwanted NFT they traded in with Kaufland they received a 10 Euro shopping voucher.

The crypto community has been overwhelmed with endless NFT collections from brands in the past few years. Some of them have been successful – sure, but to stand out from the crowd, we chose a bold and countercyclical approach. Instead of joining the NFT hype, we dared to be the only brand to tackle the NFT crash. Like this, we gained all the attention on this topic exclusively for Kaufland.

To let people know Kaufland introduced NFTobi – the perfect parody of a crypto-coach. In a video he advertised our microsite and shared a how-to-swap. But by then the campaign had already gone viral in social media, the press and in the international crypto-community. Eventually, we looked at 26+ million earned media impressions and more than 1.000 swapped NFTs, which Kaufland presented on their "Wall of Lame".

- 26+ Million Earned Media Impressions within the international crypto community

- 1.000+ NFTs swapped in for fresh fruits and vegetables in less than 2 weeks

- Trending topic on Mydealz

- But most important: Kaufland became the only brand that was able to turn the NFT crash into a fun and engaging brand experience.