Objectives:

• Make Clas Ohlson, the “do it yourself” retail chain, a real alternative to Christmas gift shopping in general, as well as a leader in category impact and sales in the most important financial period of the year.
• Deliver the impression “everything you need for Christmas in one place”
• Increase last years “Christmas shopping” revenue with 5%
• Create a Facebook presence for the brand in Norway (from zero) with 10.000 fans

Insights and strategy:
The Christmas shopping season is critical for any retailer. In this period Norwegian brands spend over €3,6 billion on marketing, all with the same task, to drive either by foot traffic or online traffic to their store, taking their share of the hard and soft gifts under the Christmas tree. The competition is beyond category thinking and the brand and product is screaming for attention wherever we move for these two months.

So we created a concept that would be memorable and associated with
Clas Ohslon, and free them from pre-Christmas stress and task operations.

With 10 films and a conceptual, dramatized Facebook presence, we involved people in Clas Ohlsons universe, and engaged them into spending time with their brand.


Results:
Using only 50% of last years budget, we achieved the following:

• 17% increase in sales
• 34% have seen the video on the Internet
• 61% claims perfect brand connection with the video content
• 19.500 facebook fans

Facebook uses the Facebook case as a best practice case in the nordic countries, calling it one of the best cases in scandinavia in 2009.