GRANNGARDEN Promo, Case study NEVER ENDING CLOTHING LINE by Lowe Brindfors Stockholm

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Kalle Dos Santos
Copywriter Kalle Hakansson
Account Supervisor Rasmus Rantil, Ulf Ahlstrand
Typographer Mimmi Wagerth
Released October 2009

Credits & Description

Category: Best Use of Outdoor
Date of First Appearance: Oct 7 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Director/Art Director: Rickard Villard (Lowe Brindfors)
Art Director: Kalle dos Santos (Lowe Brindfors)
Copywriter: Kalle Håkansson (Lowe Brindfors)
Account Supervisor: Ulf Ahlstrand (Lowe Brindfors)
Account Supervisor: Rasmus Rantil (Lowe Brindfors)
Account Manager: Mikaela Rönnberg (Lowe Brindfors)
Account Manager: Maria Carlsson (Lowe Brindfors)
Typographer: Mimmi Wägerth (Lowe Brindfors)
Studio Assistant: Caroline Knutsson (Lowe Brindfors)
Studio Assistant: Kristina Tham Sterner (Lowe Brindfors)
Studio Assistant: Ludvig Fransén (Lowe Brindfors)
Media placement: 1,294 Metres.Clothing-Line - E18 Highway In Brottby, Stockholm - 7-14 October
Media placement: Billboard - E18 Highway In Brottby, Stockholm - 7-14 October

Results and Effectiveness
The event was mentioned in the nationwide radio traffic information (reaching 2.5 million people a day) and it caused a big stir and engagement among commuters. Many of them phoned in to the largest radio station in Sweden and reported about it, which resulted in an ongoing conversation in the radio morning show.

Creative Execution
A clothing line was placed along the E18 highway in Brottby, one of the busiest roads outside of Stockholm. Several ten thousands of commuters travel this route every day as they make their way into the city centre. The Granngården store is located just after the E18 exit. The clothing line was tied at the edge of a forest and then stretched across several fields for 1,294 metres. Clothes and sheets in different colours hung all the way up to the sign that read: "Detergent for one full year 299 SEK" (a very low price).

Insights, Strategy & the Idea
Granngården is a retail chain that targets mainly people living in the Swedish countryside and it specialises in reliable big bulk products. The brief was to promote Granngården’s long-lasting laundry detergent Ocean. We worked out than one package of laundry detergent was enough for one year’s laundry for a family of four. That is long-lasting.