Title	THE MUSEUM OF NORWEGIAN OCCASIONS
Brand	GLASMAGASINET
Product/Service	GLASMAGASINET DEPARTMENT STORE
Category	C05. Customer Retail / In-Store Experience
Entrant	HAUSMANN Oslo, NORWAY
Idea Creation	HAUSMANN Oslo, NORWAY

Name	Company	Position
Marcus Hassel	Hausmann AS	Art Director
Tone Humblen	Hausmann AS	Chief Creative Officer
Torkel Skjolden	Hausmann AS	Copywriter
Ida Fjeldbraaten	Hausmann AS	Chief Creative Officer
Kristine Gulheim	Hausmann	Graphic Designer
Hege Kathrine Johannessen	Hausmann AS	Project Manager
Terje Banken	Hausmann AS	Account Executive

Why is this work relevant for Brand Experience & Activation?

This campaign turned the brand Glasmagasinet into a hyper-relevant site for the target group - tourists. Making it a museum it did not only make the tourists interessed, it allowed the tourists to learn about Norwegian culture and (most importantly) gave them a reason to discover and buy things from Glasmagasinet´s shops at the same time.

background

Situation: The department store Glasmagasinet in Oslo is one of Norways oldest department stores, and their slogan is "For every occasion". Summer is usually a quiet season for Glasmagasinet. Brief and objective: Increase Tax Free sales in the summer season with a campaign aimed at tourists. How to reach the tourists with a low media budget? We had to find a way to be relevant to the tourists, and to be present where the tourists plan their days in Oslo: on the tourist maps, Facebook event calendar, on event calendars in newspapers and online - without paying for it.

Describe the creative idea (20% of vote)

The idea was to turn the department store into a museum, The Museum of Norwegian Occassions where tourists could learn about Norwegian occasions - and thus learn a bit more about the country and the people they visited - at the same time as they could shop the exhibited objects and other goods.

Describe the strategy (20% of vote)

The target audience was tourists visiting Oslo during summer. Since tourists love to visit museums, we changed the nature of the department store Glasmagasinet itself. Now, having status as a museum, Glasmagasinet got free and cheap listings in event calendars in newspapers and online, in tourist maps and on social media - all the relevant placements for reaching tourists visiting Oslo.

Describe the execution (30% of vote)

The Museum opened at Glasmagasinet July 3rd and contained 80 special Norwegian occasions like Taco friday, national sheep in cabbage-day, how we celebrate children's birthday in Norway, a Norwegain "Folkefest" - folk party, what happens when a famous Norway-friend comes to visit and more - with items from the shops in Glasmagasinet, along with explanatory texts the occasions and the role they play in Norwegian society. The tourists could also join in for a free guided tour in the Museum/department store.

List the results (30% of vote)

Summer is not the best season for retail, and Glasmagasinet has had some rough summers the previous years. It seems the trend has changed; The campaign resulted in the highest tax free turnover in Glasmagasinets 100-year old history, with an increase of 116% in sales. The total number of visitors increased with 8% for the year, and the number of converting customers increased with 51%. Changing the nature of the brand from department store to museum also gave us free listings in several placements aimed at tourists, which drove traffic with a low media budget. The Museum of Norwegian Occasions is now established as a part of Glasmagasinets strategy, and will open again next summer with additional exhibitions.