Worten has decided to address the Black Friday from a different perspective. The electronics store has chosen to point out some of the business practices that the sector assures that it carries out on the occasion of purchasing events to highlight its low price proposal and promote a particular promotion.

The person in charge of conveying the message has been Gonçalo Carvalho, Country Head of Worten Spain, who has shared the main audiovisual piece of the campaign through his LinkedIn profile. In the publication he claims to be “fed up” and having proposed “change things”.

In the video he points out that sector prices are dynamic and they can change daily, and points out that Worten always looks for the best price, even if its competition does not. He assures that his rivals raise prices and lower them suddenly at large commercial events, which makes the consumer think that they have gotten a great deal. Instead, Carvalho maintains that Worten keeps them low all year round.

Carvalho commented on LinkedIn that last Thursday the company had the campaign and the team prepared for Black Friday, but user comments and “They have given the courage I needed”. “Someone has to do something and I can afford to try, so why not?”, he explained.
He decided to establish himself as campaign imageputting its credibility in the foreground, and give away the 20,000 euros campaign budget to users.

A promotional Excel

“Instead of running a campaign to advertise discounts, we’ll turn the campaign into a discount itself. One of 20,000 euros, specifically”he explains. Thus, in collaboration with the MeMe agency, Worten has created a Excel document so that users can sign up their network profiles – YouTube, Instagram, LinkedIn, X, Facebook and TikTok – and opt for a part of the amount. As users sign up, the price is distributed equally.

However, he points out that any user can delete another user from Excel or use tricks such as hiding or camouflaging names, so those interested should be careful so that their user appears in the document before 11:59 p.m. on Thursday the 28th November.
The document was made accessible on Monday morning, November 25, and at the time of publishing this news the amount per user is already 357.14 euros.

Additionally, given the activity in the spreadsheet, the company is using the document itself as a means of communicationny leaving messages in a comical tone. What’s more, in the comments of the LinkedIn publication Gonçalo Carvalho assures that Excel had to be temporarily blocked because two million rows had been created.

On the other hand, a user has pointed out that Worten’s website is also “branded” with Black Friday offersto which the store manager pointed out: “I admit that the web-campaign discourse may be a little confusing, that’s what it means to let your intuition guide you at the last moment. It is logical that we continue to have offers, in the end the market asks for them, what we are not going to do is invest 20,000 euros in a typical advertising campaign. Let’s convert that figure into real discounts for our customers and see what happens”.

In a statement, the MeMe agency points out that the campaign represents a “Battle Royale” that seeks distinguish Worten from the competitionbetting on an initiative that empowers the consumer. In addition, the action reinforces its commitment to low prices all year round.

The agency points out that the consumer organization OCU denounces that 99% of Black Friday discounts do not comply with the law that requires using the lowest price of the last 30 days as a reference and, in general, The prices of the commercial event experience increases of 3%.

“In a context as competitive as Black Friday, finding what truly differentiates you from your competition is vital. In the case of Worten, due to his career, it is not only about finding the what, but also the how“; commented Alejandro Marhuenda, Creative Director of MeMe. “That is why we have chosen to put aside the conventions of the category to address the consumer in a direct and transparent way.”.

Technical sheet

• Campaign: Hack Friday
• Advertiser: Worten Spain
• Agency: MeMe
• Producer: Moka Collective
• Address: Fer Figueres
• Editing: Jorge Perez Cruz
• Sound Design: Making Time Studio
• VFX: Jaime Bello
• Color & graphics: Jorge Todo