eCourts (Demolition site)

The Challenge

Courts has boasted an e-commerce store since 2009. The Courts webstore has also seen a significant growth in traffic resulting from an increasing number of affluent online shoppers and the ever-growing appetite for online shopping.

To support this evolving trend, there was a need to completely revamp, remodel and improve on the webstore’s user experience. That was the easy part.

We were subsequently tasked to announce this re-launch to drive more traffic onto Courts’ e-commerce space. Boasting a good web store these days is hardly considered news. Rather, a given. Our challenge was to overcome this and arrest attention for an otherwise moot point.

The Idea & Execution

Likened to a physical store, the homepage was demolished into pieces – 2,119 to be exact. For its final 24 hours, anyone could pick and remove a piece of the homepage for keeps – which in turned served as an e-voucher for sale redemption.

Hours after the launch of this creative deconstruction, over 1,400 online users had claimed their own keepsake! Before midnight all 2,119 were claimed and the new webstore was revealed. Courts then unveiled a new webstore, packed with the dynamic, new features of a cutting-edge e-commerce store for its customers online. This 24-hour exercise also gave the technologist team the opportunity to test the site and perform last minute adjustments before the new webstore went live, eliminating the usual downtime that new sites normally experience during the first 24 hours of launch.

Strategy

Announcement-type campaigns were a no-go. Strategically, the game plan was to Excite, Experience and Engage.

To excite, we had to create a digital experience that was worthy of consumers’ time. A novelty that would even attract someone who had absolutely no interest in the webstore.

Secondly, the experience had to draw them in to actively participate in the unveiling of the new store. By empowering them with the power to actually influence a corporate website, it was a significant shift in the conversation. The goal was to make them feel as vested in this change as we are.

Thirdly, we engaged with our existing assets in mind. Earned media would be invaluable as we could simply tap into the resources of Courts’ HomeClub members as well as its fan base on social media.

Their actions would speak louder than our words.

The Results

We’ve made clever use of the old real estate, and converted them into 2,119 sale opportunities and lots more in customer buzz for the new e-Courts. And perhaps created the world’s first recycling movement for an online equity. Out with the old, in comes the new!