Playground Promo, Case study THE BIG MOSQUITO PARTY by Akestam.holst Stockholm

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THE BIG MOSQUITO PARTY

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Lars Holthe
Copywriter Hanna Bjork
Released June 2010

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: PLAYGROUND
Product/Service: OUDTOOR EQUIPMENT STORES
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Hanna Björk (Åkestam Holst)
Art Director: Lars Holthe (Åkestam Holst)
Account Director: Henrik Adenskog (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
PR: Claes Delin (88 Grader)
Photography: Peter Alendahl
Advertiser's PR Supervisor: Anette Eriksson (The Swedish Post)
Media placement: PR - Dimensional mailing - 5 june 2010
Media placement: PR - Live Event - 5 june 2010
Media placement: Promo - In Store - 5 june 2010

Summary of the Campaign
Our task was to broaden the store visits from extreme adventurers to everyone who spends time outside during the summer.

How could we encourage new customers to visit Playground without losing the existing ones? We soon realized that they all have a common friend; mosquitoes. The solution was to build a room inside the store and fill it with mosquitoes! The mosquito room contained 50.000 mosquitoes, where customers, journalists and reporters could test Playground's wide selection of mosquito repellents.

The event generated: a full page in Sweden's largest newspaper, articles in the second and third largest newspapers, TV-spots on Sweden's largest website, an eight minute live broadcast on Sweden's second largest radio station and much more.
During campaign period, the number of visitors increased with 223%. 60% of these were first-time visitors.
Estimated value of media coverage valued to 677% more than the total costs of the campaign.
And sales increased with 31 %.

The Situation
Since Playground is a relatively small company with limited resources, a traditional campaign wouldn't give enough impact. It was therefore essential to create an interesting campaign that generates publicity in the media.

The Goal
The goal was to attract twice as many visitors (+100%), as a normal week. The primary purpose of this campaign was to broaden the target audience and therefore focus on the first time visitors. They should represent at least 25% of store visitors during the campaign period.

The Strategy
The strategy was to expand Playgrounds audience by designing a message that could be reconciled with Playgrounds core values. Preferably through a topic that all people have in common, but only as long as it has a connection with nature. It could of course be a joy, but nevertheless a problem that everyone wants to solve. The main thing was that it affects and reflects Playground as a unique store for everyone.

Execution
The campaign started as the mosquitoes began to hatch inside the room, quickly a direct mail was sent to journalist and famous bloggers.
It lasted for about one week according to the plans.

Documented Results
The campaign generated: a full page in Sweden's largest newspaper, articles in the second and third largest newspapers, TV-spots on Sweden's largest website, an eight minute live broadcast on Sweden's second largest radio station and much more.
During campaign period, the number of visitors increased with 223%. 60% of these were first-time visitors.
Estimated value of media coverage valued to 677% more than the total costs of the campaign. And sales increased with 31%.