SLEEPLESS AT PLAYGROUND by Akestam.holst Stockholm for Playground

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SLEEPLESS AT PLAYGROUND

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Industry Retail, Distribution & Rental companies
Media Print, Magazine & Newspaper
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Lars Holthe
Copywriter Hanna Bjork
Released June 2009

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: PLAYGROUND OUTDOOR EQUIPMENT STORES
Product/Service: OUTDOOR EQUIPMENT STORES
Agency: ÅKESTAM HOLST
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL: http://ourwork.se/Sleepless_site/
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Hanna Björk (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Intercactive Creative Director: Paul Collins (Åkestam Holst)
Account Director: Kenneth Adenskog (Åkestam Holst)
Account Manager: Lina Drott (Åkestam Holst)
Art Director Assistant: Yvan Archimbaud (Åkestam Holst)
Production Manager: Henrik Adenskog (Åkestam Holst)
Director of Photography and Editing: Nisse Axman (Åkestam Holst)

English Synopsis
Brief: Increase floor-traffic and sell hiking products. Launch online-store, increase traffic and drive sales online. Solution: We based this campaign on a physical study written by the Swedish Health Council, claiming that hiking makes people healthier and more alert. IF HIKING MAKES YOU MORE ALERT, EXACTLY HOW LONG CAN HIKING ATHLETES STAY AWAKE? We created a competition 'Sleepless at Playground'. Four hiker enthusiasts were employed. They had two missions: sell products and stay awake. All customers who bought products from the right hiker won their money back. Results: A REALLY BAD THING is that Playground had to repay 30% of the customers. A REALLY GOOD THING is that 75% of the winning customers actually used their money refund to buy more products. Site traffic increased 8 TIMES, sales went up 137% compared to the same campaign period 2008, conversion rate to online purschase was 10%, time spend on site with brand increased 17 TIMES.