When shopping for groceries, young Czechs never consider Kaufland because they perceive it as a supermarket for “old people”. To them, shopping at Kaufland is as uncool as carrying a shopping buggy – a symbol of old age! The goal was to improve Kaufland’s brand image with Gen Z and Young Millennials through the theme of gaming while sensitively connecting with Kaufland’s largest buying group – seniors.
Our solution was a partnership with Sinners, the best Czech esports team, who turned the shopping buggy into ‘TurboKaddy’ – a senior-inspired bag for gamers with the craziest and the most technologically advanced features.
The idea quickly went viral. To give further mileage to the activity, we partnered with a popular Czech backpack company called Braasi to create a special edition TurboKaddy. It was launched with an online video followed by reviews and content from influencers. The first drop sold out within hours, but the best was yet to come. We auctioned a unique version of TurboKaddy on a Twitch live stream where we revealed that all proceeds were going to a charity supporting senior citizens organized by Czech Public Radio Foundation.
The TurboKaddy campaign turned a viral meme into a hit product, selling out in hours and captivating gamers through influencer content, major tournaments, and a charity auction. It significantly boosted brand perception, appeal amongst young players, and shopping intent.
Exact details on the results cannot be shared due to confidentiality reasons.
