Kurna Park “Kurnatud hinnad”
Category
- Advertising and campaigns
- Campaign
- Graphic Design
- Outdoor media
- Reklaamkampaaniad
- Social Media
- Välimeedia
Client
Kurna Park
Description:
The Kurna Park “Kurnatud Hinnad” campaign gave discounts a personality – they weren’t just cheap; they were so drastically reduced that they were completely worn out. Spring fatigue and winter’s chill had drained the prices to the last drop, leaving them as mere shadows of their former selves.
The wordplay “Kurnatud” tied into Kurna Park’s name, offering a playful and humorous twist on the usual discount campaign.
The prices themselves spoke of their tragic fate – they could no longer hold up on posters, collapsed tiredly in front of the store, and lamented on the radio about how they had already lost 40% of their value this spring. The campaign invited people to rescue them before they completely fell apart.
In the radio campaign, the discounts were literally given a voice – they complained about how much they had been reduced, and listeners were encouraged to take even more advantage of them. The campaign aired 297 times across five radio stations, achieving high recall and strong reach within the target audience.
In outdoor media, Kurna Park’s “Kurnatud Hinnad” were so cheap that they could barely stand anymore. On posters, the price tags were hanging on by a thread or had already collapsed, desperately needing shoppers to save them.
A special execution made a billboard interactive, as the Kurnatud Hinnad couldn’t even stay up there – they had been lowered so much that they simply fell off. This eye-catching solution grabbed the attention of passersby and generated natural social media coverage for the campaign.
Social media posts took the idea even further – illustrated Kurnatud Hinnad slumped in front of the store, collapsed in the parking lot from fatigue, or never even made it inside. The playful approach made the campaign visuals highly shareable, leading to significant organic visibility.
