Discount is one of the most effective ways to attract your customers to your store and make purchase. But in this era of overloading information, where competitions between retailers has never been so fierce, a piece of paper with “voucher” printed on it may not be enough to catch the attention of your target audience. One of the winner cases of the Cannes Lions Awards this year may give us some insights on how to promote your discounts, engage your customers and drive purchase.

Announced in late June, the Silver Lion Award of the newly added mobile category went to “Hijack”, a location-based mobile campaign launched by a sneaker store, Meat Pack in Guatemala, to promote their new discount and maintain its edgy image at the same time.

Using GPS tracking technology Hijack automatically detects the location of the user. When user enter any of their competitors’ store near Meat Pack, the discount clock inside the app is triggered and start counting down: the discount begin at 99% and drop for 1% with each second went by. The users are therefore encouraged to run towards Meat Pack as fast as they can for better discounts! This mechanism ensures that the audience received these discounts are truly target customers and promises a high conversion rate!

To watch how Meat Pack hijacked their target customers through mobile, click the link below:

http://www.youtube.com/watch?v=CekUwaPKUUM&feature=player_embedded