At Midnight on August 14 the transmissions of Costa Rica switched to digital. Leaving thousands who used analog signal without a functional TV.

So, how Gollo, Costa Rica’s biggest retailer, turned this loss into a gain?

We approached the country’s primary TV channel and convinced them to forgo their planned closure event, and instead use the very last seconds of Costa Rica’s analogue broadcast to deliver a 50% discount code on any of our digital TVs in our e-commerce gollotienda.com

Understanding that many people in Costa Rica still have an analog television, we took advantage of the "analog shutdown" event to give them an opportunity to have a new digital television and so they could continue watching television. First by informing them on our social networks that we were going to have a commercial with a special discount in the last moment of the analog signal (at midnight) and then, making them wait in the last moment of their analog signal to give them a unique discount that could be activated in our e-commerce gollotienda.com. All by being in the perfect place at the perfect time.

We approached the country’s primary TV channel and convinced them to forgo their planned closure event, and instead use the very last seconds of Costa Rica’s analogue broadcast to deliver a different kind of message.

In the lead-up, we launched a video on social media asking everyone to watch the last analog commercial at midnight.

Then, in the final seconds of the analog signal, the very moment when people’s analog TV’s were about to become useless, we revealed a unique code to use on our e-commerce platform to get a 50% discount on any of our digital TVs

- 4,082 discount codes activated

- 10 times increase in website visits

- 300% increase of views at midnight

- And 620% increase in sales of digital TVs.

- With a $10.000 media investment we made $2.493.461 in sales.

All by being in the perfect place at the perfect time.