Åhléns tog inredning ut i tv via redaktionellt samarbete med TV3:s Nytt Läge.
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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.
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.
The editorial collaboration with Nytt Läge was made possible through our excellent relationships with production companies, in this case Titan.
We received the following fantastic survey response in the target group:
Branded Content, Online Digital, TV, Hushåll hem, Business Planning, Invention
Melodifestivalen är utan tvekan en stark tittarmagnet. Finalen 2009 sågs av 3,5 miljoner bänkade svenskar.
Invention är Mindshares avdelning för kreativa lösningar oberoende av medieslag.
Två av tre Internetanvändare söker efter hälsoinformation på nätet. Åtta av tio använder Google för att få svar på sina hälsofrågor. Detta enligt rapporten Svenskarna och Internet, okt. 2010.
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