Outdoor Advertising for Fijireiser – Fijitravel in english. The campaign was up for a week at one of Oslo´s busiest bus stops. The clothes on the ground was bought at second hand shops, and those who did not dissappear were donated to homeless people. The clothes on the ground were off course “updated” and carefully laid out several times during the campaign period.
Norwegians are amongst the people in the world who spend most money on redecorating their homes and houses. In the DIY-market with a lot of focus on hard-sell and bargains it is also important for these stores to inspire people in their everyday environment. That’s exactly what Fargerike (Kingdom of colors) and TBWA/OSLO did when they painted a fence in one of Oslos busiest and most exclusive residential areas.
In the suburban area of Holmenkollen, a big fence was painted in inspirational and sparkling colours. By-passers and people waiting for the bus could experience at first-hand what colors can do to your mood and experience the feelgood vibes that Fargerike can bring. They could also take color samples and read about Fargerike as the place for professional advice and inspiration for what to do with your house. During the 14 days of which the fence was painted in these vivid colors, you could also visit the local Fargerike store where you would receive a 15% discount on the products in the store.
Our board for Fargerike (Kingdom of Colors) was announced Outdoor of the month in July. The Outdoor Award is hosted by JCDecaux and Kreativt Forum (Creative Forum – Norway´s D&AD). Each monthly winner competes for the big prize – Outdoor of the Year, which is handed out in March, at The Golden Pencil, Norway´s biggest and most important creative award show. The board is a tribute to the polish handyman, written in polish, placed at the arrival zone in Warsaw airports. Thousands of polish handymen go home in July and August for summer holiday. Read more about this work another place on this blog.
Fargerike (Kingdom of Colours) is Norways leading DIY-chain with stores all over Norway. Over the last 10 years, Norway has been “invaded” by skilled polish handymen. The thousands of poles are extremely important potential customers for Fargerike, but they have never been targeted in marketing. They keep to themselves, work hard, speak little if any norwegian or even english. And in July and August, almost all of them head for Poland and a well deserved summer holiday. TBWA\Oslo came up with the simple idea of creating a boards, where Fargerike – in polish – say thank you you to “our” poles, in polish, and run it at Warsaw´s Frederic Chopin Airport, where most budget flights from Norway to Poland land. The message had a promo element – if you took your picture in front of the boards on your mobile, and showed the picture at a Fargerike store when returning to Norway, you would receive a 20% discount. The boards ran 6 weeks in July and August.
