We created a circus-inspired integrated campaign urging people to come and experience the “new and spectacular attractions” at NK. Well-known circus artists and spectacles served as a springboard for the newly arrived spring collections, as focus was shifted to the garments and products instead of the characters themselves.

The circus theme enabled us to use a louder and more sensational tone of voice to push the target audience towards the department store, a tone of voice that normally would be inappropriate for a fashion brand such as NK.We used an alternative poster solution commonly used by travelling circuses as a complement to the advert space. We dispatched a knife-juggling ringmaster to deliver a “flying bag” to journalists. Circus artists and acrobats did tricks with products. Online, customers tried the attractions by using their web cameras, generating a viral effect by sending their pictures to friends and family.

• Floor traffic increased with over 50%.

• On the first day over 75,000 people visited the store.• In the primary target group (women 25-35) 45% said that they had or would visit the store.

• 35% said that they had bought or would buy something after having seen the campaign.