Instead of doing what they normally do; show the products with big price signs and a voiceover screaming about this great deal we chose to do something else. Something that would make Elgiganten, and their special offer, look and feel different and hopefully stick out a little more during the ad-breaks. We decided to do a little experiment. We took a small camera-crew and went to the chosen cities around the world and let random people in the streets try to convince the viewer of this fantastic offer.

The numbers didn´t just show that the Elgiganten brand took a giant leap in sales during the campaign. In addition, sales increased dramatically compared to previous years. Also, the campaign had a great effect internally. The stores’ staff used the spots as a selling argument by showing them on the various TV screens in the stores.