Our task was to broaden the store visits from extreme adventurers to everyone who spends time outside during the summer.How could we encourage new customers to visit Playground without losing the existing ones? We soon realized that they all have a common friend; mosquitoes. The solution was to build a room inside the store and fill it with mosquitoes! The mosquito room contained 50.000 mosquitoes, where customers, journalists and reporters could test Playground's wide selection of mosquito repellents.The event generated: a full page in Sweden's largest newspaper, articles in the second and third largest newspapers, TV-spots on Sweden's largest website, an eight minute live broadcast on Sweden's second largest radio station and much more.During campaign period, the number of visitors increased with 223%. 60% of these were first-time visitors.Estimated value of media coverage valued to 677% more than the total costs of the campaign.And sales increased with 31 %.

The campaign started as the mosquitoes began to hatch inside the room, quickly a direct mail was sent to journalist and famous bloggers.It lasted for about one week according to the plans.

The campaign generated: a full page in Sweden's largest newspaper, articles in the second and third largest newspapers, TV-spots on Sweden's largest website, an eight minute live broadcast on Sweden's second largest radio station and much more.During campaign period, the number of visitors increased with 223%. 60% of these were first-time visitors.Estimated value of media coverage valued to 677% more than the total costs of the campaign. And sales increased with 31%.