Magasin Promo, Case study HANDPAINTED OUTDOOR by Magasin, Uncle Grey Copenhagen, Uncle, Grey

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Denmark
Agency Magasin
Creative Director Jesper Hansen, Michael Paterson
Senior Art Director Jon Goldtsche Jørgensen
Agency Uncle Grey Copenhagen
Agency Uncle, Grey
Creative Director Jesper Hansen, Michael Paterson
Senior Art Director Jon Goldtsche Jørgensen
Released April 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: MAGASIN
Product/Service: PORCELAIN
Date of First Appearance: Apr 30 2011
Entrant Company: UNCLE GREY, Århus, DENMARK
Senior Art Director: Jon Goldtsche Jørgensen (Uncle Grey)
Account Manager: Jesper Kortegaard (Uncle Grey)
Creative Directors: Jesper Hansen/Michael Paterson (Uncle Grey)
Store Manager: Anja Kibsgaard (Magasin)
Junior Art Directors: Christian Kurt Rahn/Kenneth Graupner (Uncle Grey)
Media placement: Supersize Outdoor - On The Facade Of The Department Store Magasin - 30 April 2011
Media placement: Flyers - Outside The Department Store Magasin - 30 April 2011
Media placement: Event - Handpainters From Royal Copenhagen - Inside The Department Store Magasin - 30 April 2011

Insights, Strategy & the Idea
The business objectives of the outdoor was to emphasize the unique quality you get when buying Royal Copenhagen, and thereby encourage customers to choose handmade quality over the mass manufactured and less expensive porcelain.
In a time where both consumers and manufacturers seem to focus on low prices and speedy productions - this media really supported the time and care that is put into every piece of Royal Copenhagen porcelain. This making it easy to understand, why the unique quality, is more expensive.
The whole experience of the hand painted outdoor and the event around it enhanced the perception of Royal Copenhagen as a unique brand with a high level of quality and craftsmanship.

Creative Execution
The entire outdoor was hand painted, making it as unique as any other product coming from Royal Copenhagen. This very unique outdoor gave viewers a live experience of how Royal Copenhagen porcelain is made. All though in a much bigger scale the hand painting of the large media, required just the same attention and craftsmanship as the painting of a normal sized dinner plate.

Results and Effectiveness
During the event more than 30.000 people saw the outdoor. People passing by would stop to have a look, admire the work and take pictures.
During the day our audience stayed in an average of 2,3 minutes to see how the painting went along, giving Royal Copenhagen more exposure time than we would gotten with most other media. Word of the event spread quite fast on the internet as well.
During the event sales of Royal Copenhagen in the local Royal Copenhagen outlet rose with 300%