BJÖRN KUSA — CREATIVE
BJÖRN KUSA
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PLAYGROUND // THE BIG MOSQUITO PARTY

PLAYGROUND
OUTDOOR STORE PARTY
MOSQUITO VIP GUESTS

For outdoor store Playground, Åkestam.Holst rounded up hordes of mosquitoes and built an in-store enclosure to demonstrate the retailer’s array of bug repellent gear. It was an extreme product test, proving that Playground Outdoor Equipment Stores (Sweden) has the widest and best selection of insect repellents.

Welcome to the BIG mosquito party.

Visitors were invited to test out these products at the mosquito enclosure, and this is where the campaign went from quirky to downright bizarre: visitors received a 1% store discount for every mosquito bite they got.

BIG party, tiny banners.

While we had our big mosquito party in-store, we tried smaller ways of reaching our audience online. We created 22 x 22 pixel banners that we placed on Sweden’s biggest outdoor sites. Whoever noticed the tiny banners and clicked them, would get more information about the campaign as well as discounts on repellant without having to get bites

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