The long-established Frankfurt-based company neckermann.de, which co-invented the mail order business, was in distress when it had to file for bankruptcy in July 2012. Neckermann.de tried to shut down its mail order unit and started to focus only on online retail. Due to troublesome layoffs neckermann.de lost its investor support.

With no media budget at hand and many confused customers neckermann.de was at a point where it was essential to stabilize sales and reassure customers. To counter the declining revenues we had to find a quick solution to let Germany know that the company was still able to operate and that deliveries were still conducted. On the other hand we wanted to let the workforce know that the company was doing everything to find new investors and get through the troubled waters.

Due to the fact that we had no media budget and wanted to cause the biggest possible PR buzz, we were the first company in the world that made bankruptcy a communication topic. We placed banners on the neckermann.de website which contained confident and humorous headlines confronting the current situation.

The campaign became a viral hit and unleashed a huge media and PR buzz. All Online and Offline editorial teams from the economic sector started reporting on the campaign. Altogether we were able to generate free media worth more than 2.5 million Euros. Throughout the campaign our banners were clicked more than half a million times and the demand created for the advertised products went up by 100%. Total sales stabilized at 87% compared to the previous year after they had dropped to 66% with announcing bankruptcy. The campaign made neckermann.de a media subject and therefore caught the attention of potential investors. In October 2012 the Otto Group bought neckermann.de.

There is little more you can achieve with a couple of headlines.