To launch mobile phones retailer “Euroset” in Ukraine using the most simple and clear mechanics. Positioning of “Euroset” is “the lowest prices”. Target audience is everyone who wants to buy a phone cheaper. Promo was to attract people to new retailer and explain its values, which are – low prices.

People supported “Euroset” employee shouting “Kick high prices harder”! Some passers-by helped to catch “High prices”. Now overwhelming majority of Ukrainians perceive “Euroset” as “lowest prices retailer”.

As far the mechanics of promo was very simple – we just provided Euroset offices with mock-ups “High prices” and baseball sticks. Promoters were recruited from managers of the company. The promo could be arranged any time near the office of Euroset.

Because people hate high prices. Euroset just showed that it also does. At that the retailer positioned itself as fighter for lowest prices.