The whole campaign is based on online reviews. We found 14 000 reviews of the brand online and used many of them in a campaign.

Komplett is one of Norway's largest electronics retailers and is online based. There are two larger electronics retailers in Norway (Elkjop and Power), who are Kompletts biggest competitors. They both have physical stores.

The brief was to position Komplett as a seamless electronics online retailer with the following unique selling points:

- Fast delivery

- Free shipping

- Low prices

There are over 14.000 reviews of Komplett on Norway’s biggest price comparison site (prisjakt.no), with an average score of 4.8 out of 5 possible. This is significantly higher than the competitors (2.8 and 3.2). We turned a handful of these good reviews into new slogans for Komplett. Unlike the well written and selling pay-offs for other brands, obviously created by agencies, these slogans feature charming misspellings and quirky language, setting them apart in a memorable way.

We extracted 14,000 reviews from prisjakt.no (pricehunt.no) into an Excel document and read each one. We then compiled a longlist of reviews that had communicative value. Throughout this process, we actively sought out reviews with spelling errors, unusual sentence structures, and other elements that added authenticity and entertainment value.

We then created a shortlist and organized the reviews based on Komplett's unique selling points, which revolve around fast delivery, free shipping, low prices, and favorable return policies.

We turned the handpicked reviews into new pay-offs for Komplett. The new pay-offs were used exactly as they were written; full of misspelling and weird sentence structures. The new pay-offs were then used in a number of ads, including TV spots and online video.

Extract from market measurements:

- 38 % says they want to buy electronics from Komplett next time they are going to buy electronics

- 40 % say they have noticed the campaign

- A increase in brand awareness, from 91 % to 96 %.