Clas Ohlson: The Demolition site by Acne Stockholm, Garbergs Annonsbyra for Clas Ohlson

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Clas Ohlson: The Demolition site

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Industry Online Retail & E-stores
Media Ambient
Market Sweden
Agency Acne Stockholm
Agency Garbergs Annonsbyra
Art Director Mattias Dahlqvist
Copywriter Hampus Mattsson Digital
Released June 2012

Credits & Description

Media: Online
Geo: Sweden
Category: Retail services
Agency: Garbergs
Brand: Clas Ohlson
The customers where asked to tear down Clas Ohlson's (Sweden's leading hardware store) old webstore in order to launch their new one.
Advertising Agency: Garbergs, Stockholm, Sweden
Creative Directors: Petter Ödeen, Johan van der Schoot
Art Director: Mattias Dahlqvist
Copywriter: Hampus Mattsson
Digital Producer: Niclas Bergström
Digital Director: Magnus Hällstén
Production company: Acne Production
Client Brief Or Objective
Swedish Hardware & 'Do it yourself' retailer Clas Ohlson wanted to create engagement around the launch of their upcoming new webstore. The existing webstore was to be the main media, with the daily visitors as the target audience. Clas Olhson’s main customers are handy DIYers who enjoys hardware tools.

Implementation
We invited all visitors to tear down the entire existing webstore together, with tools from Clas Ohlson: drill, sledgehammer and chainsaw. The more megabytes you tore down, the more discount you got in the upcoming webstore. It would open as soon as the old one was demolished.All participants were assigned one page at the time to demolish, megabyte by megabyte. When satisfied with your performance, you could see your individual stats, share them in social media, and register to get your discount coupon. The demolition of the webstore took 13 days with over 90,000 visitors making an effort.
Execution
With this campaign the visitors played an active part, affecting the date and time of the launch. It also gave the target audience of 'Do it yourselfers' a chance to show off their handyman skills, share their performance with others, and get to know a selection of tools available at Clas Ohlson. With the discount reward, the target audience had a greater reason to visit and explore the new webstore once it opened.
Outcome
•Over 90,000 visitors participated in the demolition. •The average participant spent 158 seconds demolishing the webstore.•The launch was widely shared and talked about in social media