Wikipedia defines one-upmanship as the art or practice of successively outdoing a competitor. And if marketing is mainly about creating relevant differentiation, there has to be a good dose of one-upmanship in any strategy to succeed.
I’m a fan of Home Depot’s campaign in Québec. The global retailer took steps to study this market and developed a campaign that clearly resonates with Quebeckers. Built around the thematic “C’est beau” (It’s beautiful), it emphasizes the end-result of home renovation projects and the pleasures it provides rather than the ‘you can do it’ part of DIY projects. The campaign is clearly working as it won an effectiveness award at the 2009 Concours STRAT in Québec.
The local competitor, Réno Dépôt, has long been associated with a claim that, whatever you might be looking for, “they have it”. It might still be the retailer’s relevant and differentiated platform. (It’s the brand signature on the website. However, these days the retailer is running a campaign that attempts one-upmanship. It’s claiming that Réno Dépôt is “more than beautiful”. The implication being that beyond looks alone, Réno Dépôt ensures that it’s well built. There’s nothing wrong with a strategy that counters a competitor’s claim.
Would Adidas ever just do it more? Would Audi be the penultimate driving experience? Or would PC’s ever think even more different?