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Destination

Interior decoration is a prioritised business area for the Swedish department store Åhléns. Previous campaigns (print and OOH) had been based on a successful before/after concept (this is what a room looks like before Åhléns styling/this is what it looks like after adding great Åhléns items). The interior decoration item category is highly cluttered in a country where IKEA is king and there are many companies struggling to get a market share. The challenge was thus to differentiate the brand further and create awareness for the Åhléns products, and doing so with a limited budget. The target group was women interested in interior decoration.

Platform 

The strategy was to widen the communication outside of OOH and magazines and to find a relevant channel and a creative solution for taking the before/after concept further. TV is naturally a good channel for demonstrating new interior decoration items. However, as analyses show that the target group quite often leaves the TV sofa during commercial breaks to perform some task or other, we felt that we needed to find a different and relevant way to use TV.
Through a new interior decoration TV show, Nytt Läge, on one of the biggest commercial channels in Sweden, Åhléns had the possibility of exposing the brand in a relevant environment.

Design and Delivery 

The editorial collaboration with Nytt Läge was made possible through our excellent relationships with production companies, in this case Titan.

• In the Nytt Läge show, the interior designers picked out products at Åhléns stores, brought them to the house to be styled in Åhléns bags and used them to decorate.
• Lists of the styling products were available on the program website.
• Through a banner on the program website you could click through to the Åhléns campaign site where you could decorate a home virtually.
• There was an Åhléns web competition linked to the show where the winner could get decoration assistance from one of the show designers.
• The concept was also used in Åhléns stores, where certain products that had been handpicked by the designers and exposed in the Nytt Läge show were clearly marked.
• There was a relevant and natural connection to Åhléns' before/after concept as shots from the non-styled home as well as the Åhléns-styled home were used in the show. Also, the profile and philosophy of the show very well matched that of Åhléns.

Effectiveness 

We received the following fantastic survey response in the target group:

• 52 % thought that the show was inspiring.
• 48 % thought that it was quite clear or very clear that the products used in the show were from Åhléns.
• 30 % felt that they were more interested in using and buying decoration products from Åhléns than before.
• 57 % had acknowledged the web competition
• 64 % would give Åhléns decoration products a high or very high grade.
• 75% thought that the Åhléns products were trendy