Expert

Expert, for years the leading specialist store for home electronics in the Netherlands, managed to capture attention in a striking way during the European Football Championship. Instead of the expected 'Euro Deals,' an eye-catching error appeared in their advertising brochure: 'World Cup Deals.' This intentional blunder caused a stir and humor among the football audience, which was precisely the intention.

To amplify the impact of this campaign, Expert collaborated with De Kelderklasse. The blunder was shared on De Kelderklasse's social media channels, reaching no less than 160,000 people. This led to positive reactions to Expert's solution—namely a 10% discount—and strengthened Expert's brand value among De Kelderklasse's target audience.

This campaign demonstrates how an apparent mistake can be transformed into an effective marketing strategy that stands out and sticks. The strategic use of humor and collaboration with the right partners ensured that Expert not only increased visibility but also managed to enhance brand engagement in a sympathetic way.