| Title | FRANTZÉNS FITTING ROOM |
| Brand | NORDISKA KOMPANIET |
| Product/Service | RESTAURANT IN THE DEPARTMENT STORE NORDISKA KOMPANIET |
| Category |
A05. Product Launch/re-Launch or Multi-Product Promotion |
|
Entrant Company
|
GARBERGS Stockholm, SWEDEN
|
|
Advertising Agency
|
GARBERGS Stockholm, SWEDEN
|
Credits
| Joakim Landin |
Garbergs |
Account Executive |
| Lotta Mårlind |
Garbergs |
Art Director |
| Johan Wilde |
Garbergs |
Art Director |
| Erik Dagnell |
Garbergs |
Art Director |
| Rebecka Osvald |
Garbergs |
Copywriter |
| Sedir Ajeenah |
Garbergs |
Copywriter |
| Beatrice Sztanska |
Garbergs |
Graphic Designer |
| Åsa Scherman |
Garbergs |
Production Manager |
| Elisabeth Philipson |
Garbergs |
Production Manager |
| Jenny Sandberg |
Nordiska Kompaniet |
Marketing Co-ordinator |
| Robin Lidbom |
Garbergs |
Agency Assistant |
The Brief
NK is the only department store for luxury fashion in Sweden.
The mission was to launch new restaurants at NK. During several years, NK has lost costumers. The campaign aimed to stop this down-going trend, by beating the results of previous campaigns. Our strategy was to find a way for the world of fashion and the world of fine dining to emerge, to emphasize that NK offers the best of these two worlds. We decided that the best way to get people to discover the new restaurants and gain costumers was to handle out samples from the new restaurants’ menues.
Campaign Success
We built up a tiny fine dining restaurant where a three course menue of samples was served. The restaurant looked just like a fitting room, with a table and two chairs. We called it Frantzén’s Fitting Room. (In Swedish, the word ”fitting room” is ”try room”.) In connection to the fitting room a kitchen was built up. The mirror was a hidden door through which servers could access the ”restaurant”. Each sitting lasted only ten minutes. To book a sitting, guests needed to pick up a booking code a day before on a central place in Stockholm. The codes ran out in 20 minutes.
The Frantzén Fitting Room was located at the entrance hall of NK during three days, 13-15 March 2015, a week before the opening of the real restaurants. An estimate of 95 % of people with bookings to the Fitting Room showed up.
Describe the success of the promotion with both client and consumer including some quantifiable results
Compared to previous campaign in 2014, the observation increased by 78 %. The increase of people stating that they got an improved impression of NK as a brand was 120 %.
The goal to stop the down-going trend with losing costumers to the department store were not only fulfilled but also turned into a positive flow of visitors: 2 % more people came, making sales grow by 12 %. All compared to the same dates previous year.
The Frantzén Fitting Room reached attention in both national and international media. Estimated media value was 31 500 euro.
The new restaurants were full the whole first week of their opening.
Explain why the method of promotion was most relevant to the product or service
By setting up the world’s smallest fine dining restaurant to launch new restaurants by a fine dining chef, we created a most luxurious way to offer samples. The event made the sampling desireable in itself even to a most fastidious clientele.
Immediate activation was obtained by offerering people a chance to book a table at the promoted restaurants. A head waiter stationed outside the ”Frantzén Fitting Room” took up reservations from both visitors to the Fitting Room as well as bypassers. The Fitting room contributed to fully booked restaurants at the time of their opening, increased trafic to the department store and numerous entries in national and international media. (See result)