We did not simply position melectronics as another provider of electronic products, but as problem solvers. Within the framework of a large-scale digital promotion, we managed to motivate customers to describe their most pressing problems. And suggested tongue-in-cheek solutions always involving melectronics products.

With several copywriters on stand-by, we reacted to customer's posts immediately - within 30 minutes at the most. Within a week, there were several thousands of tailor made suggestions online, all humorous and often irreverent. The light-hearted tonality was a key factor in stimulating people to send in their contributions - and sharing the answers.

Direct interaction with 9000 customers and a flood of vastly entertaining customer posts from all parts of Switzerland made this the most successful digital promotion ever for melectronics. The page got over 600'000 Views in a short time and ultimately reached 1.2 million users. Direct sales never were a promotion goal, but the campaign had a positive impact on the image of the brand. In the target group, surveys showed a 3.5% raise in brand recognition.