Introduction
A school assignment with the sharp client SneakersAndStuff.
Brief
Make a PR-campaign using deserved marketing to make people that are not from the metropols of Sweden to create a buzz and sell more sneakers around the country.
Solution?
Our strategy became to use the Stockholm-only Swedish metro to create a buzz around the country.
In different "waves" (weeks), we first wanted to create a buzz by making the "metro come to (insert small town name)" to create local talk before even announcing what the metro in this case is: a popup in a retro metro van, powered by SNS with different activities.
The PR-campaign was crucial during this project.
About the client
SneakersAndStuff is a well renowned global sneaker, and clothing/accessories-store both IRL and online.
The PR "Waves"
Our strategy became to use the Stockholm-only Swedish metro to create a buzz around the country.
In different "waves" (weeks), we first wanted to create a buzz by making the "metro come to (insert small town name)" to create local talk before even announcing what the metro in this case is: a popup in a retro metro van, powered by SNS with different activities.
The PR-campaign was crucial during this project.
EXECUTION
First wave of the campaign. Metro maps put up in every town+the letter up on the page.
The maps (heavily inspired by the Stockholm metro- even the same font and colours.)
The posters
Second wave of the campaign. Now that the buzz is flowing, we present our client to the local town in question.
Popup, performance by the famous artist Fricky, activities, and swapstore.
The articles
Translation 1
"The metro is coming to Gävle- success!"
Translation 2
"Kiruna is cheering- the metro is here."
Thought process?
Last wave of the campaign-after the event is finished.
