Åhléns has a tradition of sending out discount coupons to their club members through regular mail. Now in their hunt for new younger customers they needed to find new ways of getting them into the store. Instagram is a popular platform within the target group, but at isn’t designed for promotional offers or viral ads. But with this campaign we managed to do that, just by posting inspiring stop-motion videos with Åhléns’ products flashing by and encouraging people to screenshot their favorite products. Posted screenshots became the new promotional voucher.

The apartment made it possible for people to really experience how it’s like to live in a more sustainably furnished and decorated home – from the wardrobe and bathroom cabinet to the kitchen, bedroom and living room.

And by turning the Airbnb listing into our campaign site we made it easy to not only book the place, but to see all the products in the photo gallery and read more about the collection and Åhléns sustainability ambition.

The three week long campaign was kicked off in November 2014, by letting Åhléns sustainability manager and TV-celebrity/entertainer Kalle Zackari Wahlström stay in the apartment together for 24 hours. This was turned into a web series where Åhléns sustainability ambition could be presented in both an informative and entertaining way.

* The apartment was fully booked in only two days.

* Awareness about Åhléns sustainability ambition - up 250%.

* “It’s easy to make sustainable choices at Åhléns” - up 90%.

* People more positive to Åhléns in general - up 27%.

* The campaign was picked up and covered by major interior design magazines, blogs and newspapers in Sweden.