The problem
An ordinary discount campaign is easily forgotten. Kurna Park needed a spring campaign that gave its discounts a personality.
The solution
The wordplay “Kurnatud” (exhausted) ties into Kurna Park’s name. The prices weren’t just cheap, they were so drastically reduced they were completely worn out. On posters, price tags hung by a thread or had collapsed. On the radio, the discounts got a voice and complained about losing 40% of their value this spring. A special billboard execution made the prices literally fall off. On social media, illustrated tired prices slumped in front of the store and in the parking lot.
Hear the tired prices for yourself: the campaign animation below carries both radio spots.
The results
The radio campaign aired 297 times across five stations, achieving high recall and strong reach. The special execution generated natural social media coverage and the visuals were widely shared.
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