In Canada, the world’s largest sports and outdoor adventure retailer Decathlon teamed up with creative agency Rethink and Cossette Media with a low latency, comic, digital outdoor billboard leveraging the global Microsoft IT outage to promote its clearance sale.
Objective
On 19 July, the world was rocked by a huge IT outage when security software outfit Crowdstrike uploaded an update (which accidentally included a bug) to client Microsoft systems in a move that impacted more than 9m Windows devices and had a devastating impact on businesses (from airlines and banks, to hospitals, retailers and schools) and people all around the world.
Decathlon’s quick response aim was simple: leverage the Microsoft crash to promote its outdoor apparel clearance sale through a comic outdoor ad that would catch fire socially.
Activation
Within 24 hours of the start of the crisis, Decathlon had purchased a digital out of home (DOOH) site and rolled out a single poster suggesting that those affected by the outage use it as an opportunity to get outside instead and visit Decathlon’s in-store clearance sale to gear up for an outdoor adventure.
In terms of art direction, the simple billboard subverted Microsoft’s dreaded blue screen error message (dubbed the ‘blue screen of death’) but which flipped the usual sad face emoticon to a happy face, while it directed people to its website with a QR code and included copy reading ‘Outage? Get outside. Enjoy 50% off on our outdoor goods.’
The DOOH ad was then amplified through a single social post on the sports retailer’s Canadian channels.
“When almost every screen in the world looked like this, Decathlon switched their DOOH buy to this – an invitation to get outside.”
Rethink Executive Creative Director Xavier Blais
The ad is a fine example of using a single, low latency physical ad to drive social sharing and earned media coverage to go viral. It blends simplicity and humor to leverage interest around high profile, current affairs topic and/or cultural event in a way that is relevant and beneficial to a brand.
Decathlon wasn’t the only company in Canada to adopt the tactic. Nestle chocolate brand KitKat also took the opportunity to leverage the IT outage to build its brand and generate sales.
While KitKat and agency Courage Inc also recreated Microsoft Window’s blue error screen in its own signature red brand colour, it’s marketers took a more emotional, lighthearted and empathetic approach.
The image also included a link to shop for KitKat products and urged viewers to give IT support staff a break too. The accompanying text reads “Your device ran into a problem and needs to restart, aka, it’s taking a break. You should have a break and recharge too.” alongside the product’s long-time brand slogan ‘Have a break, have a KitKat.’
“The KITKAT outage post allowed us to connect with our consumers during a significant global tech outage and provide them with a light-hearted view on the situation. We received a positive response from consumers and look forward to continuing to surprise them with our moment marketing campaigns.”
Nestle PR Statement
Agile, reactive marketing of this type isn’t new. But responding at speed in a brand appropriate, product/service relevant way which doesn’t open up backlash opportunities is commendable. It can make a product part of the cultural conversation and can also add a layer of humanity to a brand.