Every summer, Sweden is invaded by nasty mosquitoes. Since they affect people regardless of interest or level when spending time outside, we didn't exclude any group of customers.We built a room in the store and filled it with mosquitoes! Inside the mosquito room with 50.000 mosquitoes, visitors could test their way through the wide selection of mosquito repellents at Playground.If they were bitten, Playground offered a discount of 1 % per mosquito bite.

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 %.