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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR
Market Sweden
Agency Prime
Art Director Peter Lindgren
Released February 2009

Credits & Description

Category: Event and Field Marketing
Agency: PRIME PR
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: PRIME PR, Stockholm, SWEDEN
Planner: Anna Hultman (Prime PR)
Art Director: Peter Lindgren (Prime PR)
Production Manager: Mattias Ström (Prime PR)
Media Specialist: Jonas Bodin (Prime PR)
Architect: Jani Kristoffersson (Guise)
Architect: Andreas Ferm (Guise)
Graphic Designer: Jesper Skoog (Jesper Skoog Design)
Media placement: Fashion Magazine - 2 Ad - Bon - February 2009
Media placement: Fashion Magazine - 2 Ad - Demo - February 2009
Media placement: Fashion Magazine - 1 Ad - Plaza - April 2009
Media placement: Publicity, 5 Articles - News Papers (DN, SvD, GP, Metro) - January 2009
Media placement: Publicity, 4 Articles - Trade Magazines - January-March 2009
Media placement: Publicity, 3 Articles - Local Press - January-March 2009
Media placement: Publicity, 12 Articles - Web Magazines (E.g. Elle, Rodeo, Damernas Värld, Cosmopoliton - January-March 2009

Describe the objective of the promotion.
The promotion had two main objectives: 1.Increase the number of visitors; due to the recession, sales of luxury goods had been dropping and consequently, visitors to Sturegallerian was declining. 2.Increase visibility in media and contexts where Sturegallerian hadn’t been present before. By appearing in key fashion media the attitude of both media and the desired target groups, the city’s fashion crowd and its followers, would change.

Describe how the promotion developed from concept to implementation
The idea was to do something in-store in Sturegallerian. The solution was to create Sweden´s first pop-up store, together with a leading fashion designer. Swedish designers Fifth Avenue Shoe Repair, highly fashionable and up-and-coming, were identified as the perfect collaboration partner. To make an impression and match Shoe Repair’s advanced designs, the actual store had to be an experience in itself. Innovative architect firm Guise designed the new store on a limited budget, using 2.5 km of black seatbelts! The opening of the 90 Day Store Experiment was set for Stockholm Fashion Week. Sturegallerian hosted the opening party, creating media exposure and word-of-mouth.

Describe the success of the promotion with both client and consumer including some quantifiable results
Both goals of the promotion were reached, and results were beyond our wildest dreams. From previously hardly being visible at all in fashion press, all prominent Swedish fashion media, including important magazines such as ELLE and Cosmopolitan, as well as Swedish TV, now covered Sturegallerian and the 90 Day Store Experiment. The promotion created an unprecedented buzz in the fashion industry and a media reach of approx. 9 million. In the middle of a global recession Sturegallerian increased the number of visitors significantly. The second month of the three-month campaign the number of visitors in Sturegallerian increased 37%, or by nearly 200 000 visitors, compared to the previous year. The total increase over the campaign period was impressive.

Explain why the method of promotion was most relevant to the product or service
With a limited media budget, a large ad campaign was not the solution. Moreover, the city’s fashion elite wouldn’t be swayed by ads. Instead a promotion using a mix of PR, events and in-store communication must be used. This would create buzz and would be interesting enough to talk about, both for influential fashion media and blogs as well as on the town. Also, as we knew that the most convincing channels to reach the hard-to-please target group would be through their peers, the news about the store launched on Sweden’s most credible fashion blog, HotSpot. Following the launch on Hotspot, the news spread like wildfire amongst Sweden’s fashionistas and subsequently other media followed.