For more than a generation Formland was Scandinavia’s leading trade show for design and interior. But growing international competition and a loss of visitors had led to a decline. Formland needed a boost, an extraordinary eye opener to show that this was the place for new inspiration and connections.
A new proposition was introduced: ‘Be inspired’. Yarnbombing – a trend at the time of creating new visual experiences of known objects by knitting became the creative power, helped along by crowd sourcing. This was a key visual that challenged perceptions and catch the attention of visitors, exhibitors as well as the public and the media.
The campaign became highly visible, not just because of the use of paid media, social media, direct mail, brochures and an app. But also because it caught the interest of the media, leading to a massive exposure in magazines, newspapers and online media, especially on blogs. In the end, Formland regained the reputation as an inspiring trade show, and it left one Danish competitor of two out of the market. And the negative curve was stopped, with Formland attracting more visitors.
Agency: Clockwork– Denmark