Online exclusive sales are both stressful and terribly frustrating for consumers.

How can we transform them into a thrilling experience for the millenials fan of Kenzo ?

Shopping League, the first e-shop on which you have to fight to shop, was designed for the most hardcore fans of the brand to launch the new limited SONIC sneakers.

Shopping League is a gamified take on e-shopping with innovative rules (limited number of players, each action is visible by everyone in real-time, exits are final). When 2 shoppingamers grab a product at the same time, they have to defeat their opponent before being able to buy one of the 100 exclusive pairs.

Shopping League transforms frustrating sales into a thrilling experience, and leverages the tension between the consumers to create entertainment and to bring fun into the online-shopping experience.

The project targeted the millennials, main target of Kenzo. Getting inspiration from their culture, especially from the gaming world, the website was designed to add a fun and thrilling dimension to the purchase experience, proving that branding can extend to e-commerce.

Shopping League was announced before the sale through social media and emailing campaigns, contributing to the exclusive product launch alert.

The platform, accessible from Kenzo website as a 100% mobile website, was open only on the 25th of October from 10:00 to 22:00, at shoppingleague.com.

A few rules were set: limited number of participants, each action is visible in real time by all players, every exit is final.

The execution’s uniqueness lies in the process of accessing to the product itself, transformed into a mini video game and only possible when defeating another online shopper.

Up to 20 000 visitors on the website in 12 hours only, and 6x more pairs sold compared to the previous online sale. Lots of sharing from fans and through PR.