digiDirect is home to Australia’s most competitive prices on cameras, phones, gaming and drones. We found that they were attracting more web visitors, but fewer of them were buying. Problem was with such low prices, people worried whether products were legit or grey market.

We saw the challenge as an opportunity to reframe people’s perceptions. It wasn’t that digiDirect was cheap, it’s that everyone else was overpriced. The idea showed that with prices this low, it’ll feel like you’re stealing.