Cannes Lions

Misspelling On Sale

GMP ADVERTISING, Bucharest / DOMO / 2016

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Overview

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Credits

Overview

Description

So, one morning, Domo’s website slipped a misspelling in the name of a product .It was not an ordinary misspelling. By changing one letter. “Rufe”(Clothes) Washing Machine became “Fufe”(Bimbos) Washing Machine. And, as expected, all hell broke loose in social media.

Execution

After the public announcement, all the products on Domo’s website were renamed. They all had funny misspellings, each with big matching discounts.

TV stations, websites, and influential bloggers highly appreciated our reaction as an act of courage in the dull Romanian retail industry.

The promotion spread through online banners, Facebook posts, radio commercials, contextual unconventional low-cost OOH, packaging, and loads of social media debates.

Meanwhile, on Domo’s website and stores, people hunted the misspelled products not only to laugh at the wording but also to get the biggest discounts on the market

Outcome

- 25,000 users were simultaneously browsing DOMO’s website after the first misspelling;

- 200% increase in daily traffic on the website compared to the previous period;

- 260,000 new user accounts created on the period of the promotion;

- Our SEO ranking was hugely boosted due to misspellings' massive sharing;

- On August 31st, after 1 month of misspellings, we ran out of stalk. Sorry, stock.

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