Powershop launches ‘Pink Thursday’ with 99% off in new campaign via 81

Created by 81, Powershop recently launched ‘Pink Thursday’ – a one-day only online shopping event offering customers a genuine bargain with every product discounted by 99%.

Pink Thursday was created in response to growing consumer scepticism around traditional Black Friday promotions. A recent Consumer NZ investigation found that 77% of products tracked were available for the same price — or cheaper — in the weeks leading up to Black Friday, raising questions about how real those “once-a-year” deals truly are.

Determined to give customers a real deal, this limited-time online store was stocked with high-demand items that almost never go on sale. Every purchase cost just 1% of the normal retail price, with 100% of proceeds donated to charity.

Products were released in scheduled drops throughout the day, and the response was immediate. Powershoppers snapped up items at lightning speed, with the first drops selling out in under five minutes.

Pink Thursday celebrates Powershop’s ongoing commitment to rewarding customers for shopping for their power.

Items were limited, stock did not last and the chance of scoring an item required an element of luck but all in the nature of giving Powershoppers a chance to play the system and get ahead.

Client: Powershop
Brand Specialist: Julie Milligan
Social Media Manager: Georgia Budd
Brand Lead: Rhys Musson
Head of Brand and Experience: Tom Probert

Agency: 81
Production Agency: Breakout Room
Media: MBM

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