Strategy

Jati is renowned for premium quality teak outdoor settings, and is the teak of choice for Australia’s most upmarket suburbs and resorts. But with an excess of old stock to be cleared to make way for the new season’s range and to create a stir around the brand, we strategically chose to do the unthinkable, and put a million dollars worth of the desirable stock on sale, at 60% off. Knowing full well that our audience would do something equally unthinkable to get their hands on it.

Idea

Million-dollar sale. Get ready because this is going to get ugly!

Media

Press, radio, tactical outdoor, online ads, social.

Result

As predicted, after much ugliness, stock cleared and the audience licked their wounds discreetly on the back porch.

Feeling

Restrained hysteria.