Maxeda wanted a grand and inspiring way of presenting themselves to the media in relation to the presentation of the annual report. Our PR agency came up with the ‘Maxeda Service Wall’, in response to the Maxeda slogan ‘A Passion to Serve’.The Service Wall was made up of 43 compartments (human height), each with a ‘service employee’ who was on special offer for € 14.95! The services on offer were related to the services and products of the various labels: a butler from the Bijenkorf, an interior designer from V&D etc. The public came in droves to visit the biggest shop display in the world. This stunt received substantial media coverage, and the press was simultaneously informed about Maxeda's annual figures.

The PR event was held on the day that the Maxeda annual figures were announced and was held at an obvious location where many of the Maxeda labels can be found: a shopping centre.The press was invited in advance and many people turned up.The event was held just after lunch so that there were still enough members of the public present and there was still enough time for the press to process their articles, photos and film for the same evening and the next morning.Everything went exactly as planned throughout.

The PR event generated an exceptionally high level of media attention. The aim of getting a return of twice the costs of the production of the event was exceeded beyond belief.The media value achieved was valued between €300,000 and €400,000.This PR stunt created a highly effective link between the Maxeda label and the various labels covered by it. The label including the various brands was clearly communicated in all types of media in combination with each other.