THE MUSEUM OF NORWEGIAN OCCASIONS
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
|
Credits
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.