Title	THE SHOP
Brand	FRÖLUNDA TORG
Product/Service	FRÖLUNDA TORG
Category	C05. Customer Retail / In-Store Experience
Entrant	DEAR FRIENDS Göteborg, SWEDEN
Idea Creation	DEAR FRIENDS Göteborg, SWEDEN
Media Placement	PHD Gothenburg, SWEDEN
PR	WELCOM Gothenburg, SWEDEN
Production	DEAR FRIENDS Göteborg, SWEDEN
Production 2	DEAR STUDIO Gothenburg, SWEDEN
Additional Company	TEMPLAR EVENTS AB Gothenburg, SWEDEN
Additional Company 2	FRöLUNDA TORG Gothenburg, SWEDEN

Name	Company	Position
Agnes Edin	Dear Friends	Copywriter
Sandra Bohlin	Dear Friends	Art director
Calle Österberg	Dear Friends	Creative director
Anders Kåpe	Dear Friends	Key Account Director
Katarina Amneus	Dear Friends	Account manager
Karl Isaksson	Dear Studio	Art director
Jonas Randell	Dear Studio	Producer
Charlotte Liljesand	Dear Friends	Final Art
Marcus Johansson	Dear Friends	Web developer
Christopher Mattson	Dear Friends	Web developer
Kristian Liljander	Dear Friends	Web developer
Sarah Bengtsson	Dear Friends	Digital designer
Mikael Fridén	Dear Friends	Designer

Why is this work relevant for Brand Experience & Activation?

Instead of trying to attract visitors by marketing our wide range of stores, we invited them to influence it. We opened the world's first customer created store where our visitors made all the important decisions: the decor, the music, the tagline and most importantly – what products would be offered. During the campaign the visitors could see the assembly of the store – live – right in the middle of the mall. We managed to create engagement before the consumer journey started. The result? A new way of concept development within retail, as well as a unique shopping experience.

background

Situation Frölunda Torg is one of Sweden's largest shopping centers. Even so, they’re facing major challenges due to changes in consumer behavior. The numbers of visitors are decreasing. Inspiration and unexpected experiences are more important than ever when battling online retail but the customers don’t consider Frölunda Torg to be a modern and inspirational place where you can experience new things. Brief Our brief was to create a campaign that drove traffic to the mall and helped changing people's opinion on Frölunda Torg. Objectives 1. In a survey made prior to the campaign 20% considered Frölunda Torg to be a modern, inspirational place filled with new experiences. Our goal was to increase this percentage. 2. With an ongoing decrease in numbers of visitors the goal for 2019 was to keep the decrease to less than 3%.

Describe the creative idea (20% of vote)

We decided to invite our visitors to a different kind of experience, simply by asking: what do you want? Instead of trying to attract customers by marketing our wide range of stores, we let them influence it. We opened up the world's first customer created store. By submitting suggestions and participating in polls the customers chose the decor, music, tagline, staffs uniforms and even what kind of products the store would offer. In just 10 days we received over 3000 suggestions on what the store would sell, with vintage clothes topping the list. But since many visitors also asked for a tattoo studio we surprised them with a combination – The vintage ‘n ink shop. During the campaign the visitors followed the assembly of the store – live – right in the middle of the mall. Fake fur, hawaiian shirts and drop in tattoos – all according to their demands.

Describe the strategy (20% of vote)

Target audience People living in and around Gothenburg. They have many options when it comes to shopping – other malls, the city centre and online shopping. Insights and strategy Our target audience expects more than shopping when visiting us. Trendy stores and restaurants are not enough. Inspiration and unexpected experiences are more important than ever, so that’s what we have to offer them. Our target audience live a great part of their lives online. But to us it’s crucial that the digital contact with Frölunda Torg also leads to a physical visit. Therefore we had to connect the digital and physical experience of the mall. Our target audience engage more in brands that they’re able to influence. And even if it’s scary to give the customers full control, it might not be such a bad idea? After all, they’re the ones who are suppose to come shopping at the mall.

Describe the execution (30% of vote)

The campaign was live for 2 months. Month 1 we created hype and built engagement. On social media and at the mall visitors were invited to submit suggestions and participate in polls. Simultaneously, the store was assembled. At the mall, the visitors could see the store coming to life, step by step, based on their wishes. Vintage clothing was on top of the wishing list but many customers also suggested a tattoo studio. We made it a combination, in line with our strategy to offering our customers something more than just shopping. Month 2 we opened the store. During this time the ads were focused on getting the target audience to come and visit the mall. Placements – OOH – Digital ads – Ads on Facebook and Instagram – Customized Snapchat filter – Digital screens and printed signs at the mall – The shop itself

List the results (30% of vote)

Objectives 1. In a survey made prior to the campaign 20% considered Frölunda Torg to be a modern, inspirational place filled with new experiences. Our goal was to increase this percentage. 2. With an ongoing decrease in numbers of visitors the goal for 2019 was to keep the decrease to less than 3%. Results 1. A survey made after the campaign showed that the number of people considering Frölunda Torg to be a modern, inspirational place filled with experiences rose from 20 to 50% . An increase by 127 %. 2. During the month the store was open, Frölunda Torg’s visitors increased by 2.7%. It was the first increase in 9 months.