Project:
Magasin Christmas Event 2013
Context
At the time of the annual release of their Christmas Catalogue, Magasin wanted to create a Christmas concept that moved their well-known Christmas decorations into the public at train stations in Copenhagen and Aarhus, Denmark. The main purpose of the event was hand out a lot of Christmas catalogs to the travelers as well as creating an approachable event that would generate positive attention. We developed and implemented the event.
Implementation
The Christmas concept was established as small platforms that brought a small version of Magasin directly to the travelers. Over the course of 3 days, travelers could relax, write and send Christmas cards, have make-up done, listen to live music, experience various entertainment, have coffee and participate in various competitions. The main goal was to create cozy and comfortable surroundings for the visitors and give them a much-needed break in an otherwise busy time of the year.
Results
The event generated a lot of curiosity by passers and visitors. A lot of people stopped and asked about the event, praised the initiative and gave positive feedback. Visitors were happy to receive the Christmas catalog this way and liked all the events at the platforms. The 3 days generated a lot of positive branding for Magasin and was a great success.
Over the course of the event a total of 45.000 Christmas catalogs were handed out, 8.000 Goodie Card flyers, 1500 Christmas cards, 1.100 cups of coffee and 16 hours of entertainment. The event also had positive attention in the Danish press and on Facebook and Instagram.
