Coziness with a Scandinavian (December 2017)

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HOME COZINESS WITH A SCANDINAVIAN

JYSK

Full-scale campaign

INTRO

JYSK is an old market player with long history. It understands local consumers and knows their desires and expectations. This way JYSK delivers precisely what we all need with good prices, especially on Christmas time. But the huge competition with IKEA beats the JYSK image.

Creating an untraditional, bright, smart and brave campaign is the way to be noticed. Considering the fact that JYSK usually communicates with its customer in a very traditional way, we have decided to act differently in Christmas 2017, keeping all the JYSK values such as creating a comfortable and stylish home, being an expert in sleeping culture and gathering families together.

TASK

The task was to create the feeling that JYSK is the best place to buy gifts, household goods and decorations in Christmas period and to underline its Danish origin. This campaign was rotated in 4 countries — Lithuania, Latvia, Estonia and Belarus — so it had to be adapted to each of 4 languages.

Briefly about the brief

INSIGHT

People trust professionals. They give them credibility and listen to their advices. They read bloggers reviews, follow doctors' orders and stick to the locals' tips while traveling. So who knows JYSK better than a man of same origin?

CREATIVE IDEA

Only a real Scandinavian knows everything about Scandinavian lifestyle — how to create Danish hugge and the home coziness to cope with a cruel winter when it is cold and snowy outside.

Thus, we created a character, who looked like a typical Scandinavian man — a tough high blond guy with blue eyes and big red beard. He represented JYSK and due to his nationality he had very tough, northern character and behaved accordingly — not sweet at all, but super brutal. He was pro in giving good advices, understood the necessities of people around and was against any bad atmosphere.

TVC

We appreciate the way how people celebrate such holidays — in families, at the big table, with nice stories, loud laughing and lots of gifts. We showed the family circle and JYSK around it literally — our Scandinavian is like a guest in their homes. He is in the each scene, but he doesn’t play the main role — he is just a stranger, but welcomed one.

VO:

— The mood is created in the family circle, and the comfort around is created by JYSK. JYSK. Home coziness with Scandinavian.

Social network videos and youtube pre-rolls.

Series of pre-rolls with a Scandinavian discussing what perfect gifts are and what to do about them.

VO:

— What is a good gift?

— It is something you’d like to keep for yourself.

— That gives the gift a special value.

— JYSK. Gifts you’d like to keep for yourself.

VO:

— What is a good gift?

— It is something you will not re-gift to someone else.

— Therefore, the giver would be pleased if you start using his gift immediately.

— JYSK. Gifts that are not to be re-gifted.

POSM

Find the Scandinavian!

We took lots of photos of our Scandinavian guy acting as if he was hiding and printed them in his full height. Then we settled them into unpredictable hard-to-reach places in stores: under blankets on a bed, inside a wardrobe and on a hanging carpet.

Everyone who found and posted a photo of our guy to social networks with #Ifoundscandinavian hashtag got the special 10% discount.

PRINTS AND OUTDOOR

There was a huge variety of prints connected to all the departments in JYSK stores, OOH strongly recommended to come to JYSK wherever people were actually going and there was even a bus branded with our Scandinavian that was inviting drivers to follow him to JYSK.