Sostrene Grene Promo, Case study STORES ON THE STREETS by Mediacom Copenhagen

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Denmark
Agency Mediacom Copenhagen
Director Jane Nymann
Creative Director Per Pedersen
Art Director Jakob Nusbaun, Lone Rasmussen, Mikkel Krøijer - Uncle Grey
Copywriter Iben Kruse Knudsen - Uncle Grey
Released March 2009

Credits & Description

Category: Best Use of Outdoor
Date of First Appearance: Mar 23 2009 12:00AM
Entrant Company: MEDIACOM, Copenhagen, DENMARK
Account Director: Annette Brønd (MediaCom)
Account Manager: Dorte Stenderup (MediaCom)
Creative Director: Per Pedersen (Uncle Grey)
Copywriter: Iben Kruse Knudsen (Uncle Grey)
Art Director: Jakob Nusbaun (Uncle Grey)
Art Director: Lone Rasmussen (Uncle Grey)
Art Director: Mikkel Krøijer (Uncle Grey)
Media Executive: Susanne Falck (MediaCom)
Director: Jane Nymann (Kinetic)
Account Manager: Saima Sikander (MediaCom)
Account Manager: Louise Hein (MediaCom)
Media placement: Bus Shelters - Big Cities, Denmark - 23/03/2009
Media placement: Showcase City Light Posters - Big Cities, Denmark - 23/03/2009

Results and Effectiveness
Store managers reported a significant increase in traffic and sales - and our SMS function realized a 95 % opening rate! The campaign created both PR and huge impact confirmed by vox pop interviews.

Creative Execution
The target audience is women 20-40 years old whose purchase of smaller interior items is both spontaneous and driven by pleasure – often as a treat of self-indulgence. Søstrene Grene is known nationwide for their unique store atmosphere interacting with multiple senses (see, hear, smell, taste, sense, feel) encouraging impulse purchases. By transforming bus shelters in city centers near stores into small Søstrene Grene stores, we created a unique out of home solution using sense marketing to convey the unique store feel! We served fresh coffee to people waiting for the bus and played Vivaldi’s tunes in the bus shelter, showcasing shop atmosphere on the streets. To give an authentic feel, we built tailored wooden shelves inside the Adshels/Abribus, displaying products as in stores. To trigger store traffic further and create dialogue, we incorporated an SMS response function enabling consumers to collect a free bottle of water in the store.

Insights, Strategy & the Idea
In a period where economic downturn was at its peak and people had cut down on excess purchase, Søstrene Grene, a Danish retailer selling small home decoration items, faced the challenge of needing to attract more customers and build sales. Søstrene Grene’s products are cheap, but expendable to most consumers, making most purchases spontaneous. We therefore needed to reach the target audience close to the purchase opportunity – using the store feel as a reminder to visit a store nearby. By creating “small shops” in city centres, we moved the unique store experience closer to the target audience. We used the unique brand experience as a reminder of Søstrene Grene as a cheap provider of self-indulgence - highly relevant in a time of crisis – making Søstrene Grene an attractive offer to our target audience and thereby increasing store traffic.