Background
Bauhaus wanted to draw attention with its Valentine's Day campaign and bring good cheer to a challenging market situation. The Kuittaillaan concept, conceived by Wörks, encouraged good-spirited receipt banter among both competitors and friends.
On Valentine's Day, showing a competitor's receipt at Bauhaus earned a 10 percent discount. Competitors were also remembered with personalized Valentine's packages. For friends, the receipt banter was given a wider audience and urban space.
Execution
Bauhaus reserved advertising space in the campaign for people's own receipt banter messages. On the Kuittaillaan website, people could write their own Valentine's greeting and choose which area they wanted to send it to.
Messages, targeted based on postal code, updated dynamically on Outshine's digital displays in Helsinki, Espoo, Vantaa, Turku, Tampere, and Oulu. The same greetings also received visibility on social media.
This way, outdoor advertising was not just a message carrier in the campaign, but people got to be part of the campaign and its content themselves.
Results
Kuittaillaan became a talking point among consumers, competitors, and the marketing industry. People sent hundreds of their own messages through the campaign, and it gained significant organic visibility on social media as well.
"Bauhaus' Kuittaillaan campaign was a wonderful demonstration of outdoor advertising's potential to engage people. The international Silver Drum award achieved by the entire campaign crowned a successful execution. It was a pleasure to be part of making this comprehensive project possible together with Bauhaus and Wörks," rejoices Outshine's Account Manager Onni Kosonen.
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Outdoor Advertising Execution
