redcoon is a German online retailer for electronic devices of all sorts. And redcoon had a problem: nobody knew about the brand. Furthermore, the market for electronic devices in Germany is highly competitive and redcoon was facing big players like Media Markt and Saturn.
Briefing The task was to put redcoon on the map and to claim the USP “cheap” among online retailers – and to accomplish that with a considerably smaller budget than the competition.
Solution We developed a campaign that is loud, brave, controversial and most of all, cheap. We advertised on TV, but being an online retailer we predominantly advertised on the web. The campaign consisted of the cheapest but nonetheless popular girls of Germany, of cheap talk, of high gloss look and naturally, of electronic devices by redcoon. Under the slogan “Cheap like never before” we attracted viewers and press representatives’ attention to the maximum extent and far exceeded the given campaign objectives.
Results After already 7 weeks over 50% of the German population knew the brand redcoon and even 25% knew the story of our TV commercials.