Can you imagine that your competitor trying so hard to be far away with your brand?
Your competitor do efforts with heavy budget to step ahead from you.
But the fact, the target audience just sided with you.
The harder the competitor runs, the closer the target audience come to you.
You are proud of being underdog:)
Perhaps, the consumer has stronger emotional bonding with you rather than your competitor.
Your product's quality perceived well by them. They are engaged! Get involved.
So, it's a fun way to make a bold position in market share.
You can play 'naughty' with the fact.
Although you are not number one yet, you can steal that position, anytime.
Just run a campaign to provoke your competitor.
Here is the copy, for print ad:
WE ARE CLOSED
The word 'D' with cross marked deliberately, so it is read:
WE ARE CLOSE TO YOU