We opened a container store on the main square and created active engagement through competitions and guerrilla activities. Kalmar was covered with handwritten brown posters with the text: “Do not buy a flat screen TV before 16/11”. Brown storage boxes were also placed in unexpected places.

Top of mind increased from 2% to 18% = 800%Brand Awareness increased from 5% to 59% = +1080%The awareness of the opening in Kalmar increased from 25% to 72% = +188%