The hand painted feature is a clear USP for Royal Copenhagen that makes them unique. When we focused 100% on that things were clear. Hand painted porcelain deserves a hand painted outdoors. To make the promotion complete we handed out flyers with a special offer on hand painted porcelain. People could then go and get the offer in the department store Magasin. When they got to the porcelain department the experience got even more unique, as they could watch hand painters from Royal Copenhagen decorate plates and work on the same ‘Blue Fluted’ pattern as the outdoor painters.

During the event more than 30.000 people saw the outdoor. People passing by would stop to have a look, admire the work and take pictures.

During the day our audience stayed in an average of 2,3 minutes to see how the painting went along, giving Royal Copenhagen more exposure time than we would gotten with most other media. Word of the event spread quite fast on the internet as well.During the event sales of Royal Copenhagen in Magasins Royal Copenhagen outlet rose with 300%