Ad of the Day: Decathlon reboots Microsoft outage as outdoor offer
Sports retailer jumps on Microsoft crash to promote its clearance sale.
Decathlon mimics Microsoft's blue error screen / Simon Philip Rost
Decathlon has responded to the global IT outage with a billboard subverting Microsoft’s blue error screen message.
On Friday, the world was rocked by a major IT outage impacting airlines, banks, hospitals and retailers. Within 24 hours of the crisis, Decathlon had put up a poster telling those affected to use the outage as an excuse to get outside instead. The copy reading: ‘Outage? Get outside. Enjoy 50% off on our outdoor goods.’
Mimicking Microsoft’s error screen message, which people online had taken to referring to as the ‘blue screen of death,’ the retailer directed people to its website with a QR code.
“When almost every screen in the world looked like this, Decathlon switched their DOOH buy to this – an invitation to get outside,” said Xavier Blais, executive creative director at Rethink, the agency behind the reactive ad.
