CLAS OHLSON – FIRST STORE IN GERMANY

CUSTOMER SINCE: 2017
INDUSTRY: RETAIL / INTERIOR
TARGET: AWARENESS STORE-OPENING & TRAFFIC FOR OPENING DAY

TARGET GROUP: MEN AND WOMEN AGED 25 TO 50 – IN THE URBAN AREA
SERVICES: OUT OF HOME / DIGITAL OUT OF HOME / ONLINE MARKETING / RADIO / PRINT / INSERTS

Task / Challenge

Clas Ohlson, international trading company from Sweden, expanded to Germany in 2016 and opened its first store in Hamburg in May 2016. Despite the challenge that the company is almost unknown in Germany, the expansion offered a great opportunity. Germany is a promising market due to the department store tradition as well as the great sympathy of the Germans towards the Swedish culture.

Approach

To help Clas Ohlson become known quickly and attract customers to the store on Hamburg’s Jungfernstieg, we developed and implemented a multi-stage cross-media advertising campaign for Hamburg and the surrounding area.

Here, the focus was on high-reach and particularly attention-grabbing media, with a content-based brand and sales combination. An important hurdle here was that the Clas Ohlson concept first had to be brought closer to the people of Hamburg. Under the motto “Clas Ohlson is moving in,” the Jungfernstieg subway station, located in the immediate vicinity of the store, was transformed for four weeks into a unique Clas Ohlson world (over 2,800 square meters and 400 meters of advertising space behind the tracks, 19 columns, various stairways, digital advertising spaces, as well as classic posters and ground posters). The campaign was supplemented by inserts, an online campaign, radio and ads in daily newspapers.

Result

As new as the Swedish store was for the city, the implemented launch campaign was equally successful, ensuring maximum attention for the first Clas Ohlson store as well as high store traffic for the store opening. The Jungfernstieg subway station alone generated more than 17 million advertising contacts and an overall advertising recall of over 40 percent. The meter-long queues in front of the store on opening day proved that this advertising campaign was effective. And as the icing on the cake, the store also received a surprise visit from the Queen of Sweden.

Do you have similar challenges?

Get in touch with our experts

Request now

Case film: Store opening at Hamburg Jungfernstieg

On May 19, 2016, the first “Clas Ohlson” store in Germany opens on Hamburg’s Jungfernstieg. The case film summarizes the measures taken by the media experts of the JOM Group to raise awareness of the brand quickly and in a way that attracts attention.

Case image material

The visuals for the “Clas Ohlson” case illustrate how prominently the various advertising spaces were placed around the store on Hamburg’s Jungfernstieg: Stairways and advertising behind the subway tracks, digital advertising and ground posters.