COVER STORY
AN
URBAN TALE
Five Steen & Strøm shopping centers in Norway (Arkaden
Torgterrassen, LillestrømTorv, Markedet, Nerstranda and
Torvbyen) stood united last Christmas, creating one identity and
single City Cluster branding strategy that, according to ad agency
Yellow, focused on urban spirit and aspirational cosmopolitan
shopping experiences.
The city of Prague at night gives off an almost mystical vibe. The
small cobblestone streets, the rich history emanating from the old
buildings—they slow your pace down and give you a chance to
take in the scenery and savor the moment. That’s the romantic
mood that Yellow captured and used as a backdrop to tell very
contemporary urban stories and, at the same time, subtly highlight
the offerings of shopping centers located in another land, hundreds
of miles away.
The offshore shoot was the key
to setting the creative completely
apart from the usual “Thou shall
subscribe to this look and buy these
clothes” tone of many campaigns
that have a heavy fashion focus.
Instead, Yellow went with what
it called excessive inspirational
styling, which made the actual
location almost irrelevant. The one
recurring element that screamed
“traditional holidays” was a very
Scandinavian-looking snowflake
symbol that was used on everything
from center gift-wrapping paper to a Christmas magazine.
“The target group was positive toward the campaign,” recalled
Yellow partner Søren Sachs.
“In fact, [its] feedback was that the City Cluster should be even
more bold in future campaigns. We are currently working on that.”
Stay tuned for this year’s holiday campaign execution. Until
then, the “Urban Inspiration – United in Shopping” remains the
centers’ market rallying call.
MEDIA MIX
Collateral Material: Christmas magazine, gift-wrapping paper and logo cards
Digital: The “Give into the Moment” short film, which Arkaden Torgterrassen sponsored, was
accessible via a QR code displayed on the back page of the Christmas magazine. It was viewed
62,000 times during the campaign period.
In-Store: signage
Online:
• Center websites: ArkadenTorgterrassen.no, LillestromTorv.no, Markedet.com, Nerstranda.no and
Torvbyen.no
• Social Media: Facebook
Print: advertisements
CAMPAIGN CREDITS:
• Agency: Yellow (Denmark)
• Shopping centers: Arkaden Torgterrassen, LillestrømTorv, Markedet, Nerstranda and Torvbyen
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TACTICS /DESIGNING THE HOLIDAYS
GIVING IN ALL ITS FORMS
GIVE JOY
GIVE LOVE
GIVE TO GET
GIVE HOPE
GIVE IT A CHANCE
GIVE IT ALL
GIVE TO CHARITY
GIVE A HUG
GIVE A SMILE
GIVE MORE
GIVE IT TO ME
GIVE ME SANTA