A convention stops brands from doing what they should be doing. By definition, convention is a way in which something is usually done. It’s the routine, the process and the habit by which evolution grinds to a halt. The marketing of Stockmann’s home department needed a new marketing approach. The teams were working in silos, spending too much time contemplating the actions of their competitors. The marketing actions were lacking inspirational content and a proper visual identity to support department store’s cross-category product offering.
What we did
We worked together with the marketing department and the in-house buyers to discover the most important commercial trend, to modernise the visual storytelling of the Stockmann home department. The aim was to highlight the most important design novelties of the season as well as draw attention to the most loved design classics.
For the spring 2019, we developed a unique brand experience by coming up with the Happy Design trend. It’s a counter strike to minimalism, based on the ideology that environment can have a positive influence on our moods and bring colour to our life. For the conventional brand like Stockmann, the omnichannel campaign approach was a great conversation starter, which worked brilliantly in all Stockmann’s social channels, as well as in print magazine and in-store.
Stockmann is a Finnish retailer established in 1862, operating in addition to Finland, also in Russia, Estonia and Latvia. The project was done under John Brown Media / Dentsu Aegis Network.
Omnichannel Content Strategy