A Word Worth Claiming
How do you turn a single word into a nationwide digital activation?
Extra has built its brand around one simple word: billig ("cheap"). During the World Cup, that same word became an opportunity. Every time a commentator said billig during a live broadcast, viewers had five minutes to claim a discount coupon.Smør designed and built the digital platform behind the campaign, covering UX and interface design, front-end development and technical implementation. Even during the campaign's busiest moments, the platform remained reliable as thousands of viewers claimed their offers at the same time.The interaction itself was intentionally simple. Every step was streamlined to make claiming an offer effortless within the five-minute window, turning Extra's most valuable word into a real-time opportunity.
Users who claimed a coupon before the five-minute window closed could redeem their BilligBingo offer at any Extra store by scanning the coupon barcode at checkout
