Cannes Lions

THE DEMOLITION SITE

GARBERGS, Stockholm / CLAS OHLSON / 2013

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Overview

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Credits

Overview

Description

The Demolition Site

Swedish hardware retailer Clas Ohlson wanted to promote their upcoming new web store. We invited the visitors of clasohlson.se to tear down the entire old web store together - Megabyte by Megabyte, with tools from Clas Ohlson. The more Megabyte you tore down, the more discount you got in the new web store. The complete demolition took 13 days, with over 90 000 visitors making an effort.

Execution

With this campaign the visitors played an active part, affecting the date and time of the launch. It also gave the target audience of 'Do it yourselfers' a chance to show off their handyman skills, share their performance with others, and get to know a selection of tools available at Clas Ohlson. With the discount reward, the target audience had a greater reason to visit and explore the new webstore once it opened.

Outcome

• Over 90 000 visitors participated in the demolition.

• The average participant spent 158 seconds demolishing the webstore.

• The launch was widely shared and talked about in social media

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