Launching a new web store by demolishing the old one, one pixel at a time
Demolition Site, Courts
The Challenge
When a consumer electronics retailer revamps its web store, it isn’t exactly major news. Courts knew this too, and the brief to us was to design a simple email informing its customers about the new store. But we challenged ourselves to create something bigger, better, and literally groundbreaking.
The Idea: Demolition Site
Courts revamped its webstore, but not before making use of its current real estate one last time. For its final 24 hours, we deconstructed the old homepage into pieces–2,119 pixels to be exact. We then invited people to pick and remove a piece of the homepage, which in turn served as an e-voucher on the new webstore.
The Results
Within hours of the launch, over 1,400 online users had claimed their keepsake. Before midnight, all 2,119 were claimed and the new webstore was revealed.
The campaign picked up multiple awards, including a Gold at AdFest, Silver at the Singapore Effies, Bronze at the Creative Circle Awards, and a Shortlist at Cannes Lions.
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