Imation owns the brands TDK & Memorex - products that fill shelves in hypermarket stores. We were asked to come up with an interesting way to engage procurement buyers at pan-European retail chains - of which there were a handful across Europe.
The solution was unexpected but effective. We invited the heads of buying of 20 large retail chains to join in a "dutch auction" (max price is set), where they could place bids for pallets full of product.
The first week saw hundreds of thousands of € in incremental sales.