Goals and objectives
The primary objective of the campaign was to increase December revenue for Nordby Shopping Center compared to the previous year. Additionally, the campaign aimed to engage potential customers living more than 60 kilometers from the mall, with a specific engagement goal of 20% from this extended target group.
Nordby Shopping Center, located just 5 kilometers from the Norwegian border, is Sweden’s second-largest shopping mall.
For Norwegians living near the border, cross-border shopping is both a cultural tradition and a cost-saving opportunity. December, being the peak month for holiday shopping, was critical for achieving growth.
Beyond attracting local shoppers, the campaign sought to expand its reach to the Oslo metropolitan area, home to approximately one million people within a 90-minute drive of the mall.
Surprising Insights
The local storytelling approach led to significantly more positive feedback from both customers and employees compared to other campaigns. This unexpected outcome highlighted the power of cultural relevance and emotional authenticity in driving engagement and brand affinity.