Clear Channel Norway transforms metro station into a virtual beauty store.

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Online beauty retailer Coverbrands seizes the opportunity of the Christmas season to run an outdoor and mobile interactive campaign.

 

Objectives:

Research shows that Norwegian consumers like having the freedom to shop online anywhere and at anytime, and increasingly use mobile phones as a purchase device.
Online beauty retailer Coverbrands wanted to seize the opportunity of the Christmas season to increase sales and brand awareness, and chose to run an outdoor and mobile interactive campaign to meet these objectives.

 

Idea & Execution:

Clear Channel in Norway transformed the Nationaltheatret tube station in Oslo into a virtual beauty store, ensuring maximum impact and visibility.

The idea was to encourage travellers to do their Christmas shopping on the go and during their dwell time in the metro. They were prompted to scan and buy the product online using mobile and QR code technology.

The campaign also incorporated a competition: consumers were encouraged to share a picture of the virtual store via Instagram to win beauty products for a total value of NOK 10,000 (€ 1,185).

The campaign ran for two weeks exclusively with Clear Channel and was outdoor advertising solely.

 

Results:

- Coverbrands increased its sales by 15.7% compared to the same two-week period in 2012.

- Website traffic increased by 68.98% and sales increased by 47.56% versus the preceding week of the campaign.

- Immediately following the campaign, traffic online recorded a 10.74% drop. However, sales reported an increase of 8.06% versus same period in 2012.