Shifting brand perception
We needed to make Zalando the number one shopping destination for Nordic brands for young Finnish adults. We had to Shift Zalando’s brand perception in the Nordics to be the go-to-destination for shopping relevant brands for a younger audience. But what would make the cut with this ad-adverse generation?
Let it be known
We wanted young adults to nurture self-expression – which is at the core of Zalando's DNA – and to celebrate Nordic style in an experiential way.
In order to reach young adults, the campaign went live on multiple Marcom channels. By combining experiential marketing with media such as radio, social media and digital outdoor advertising surfaces, we were able to reach young adults and promote Nordic style in a memorable way. We gave consumers the opportunity to express themselves freely and put them in the center of the campaign.
Zalando Fashion tram
We brought Zalando's own Fashion tram to the center of Helsinki, which was like a moving wardrobe. You could hop on board the experiential style trip by winning a style trip ticket. The competition was organized on a popular radio channel and on social media, which was aimed especially at young adults interested in fashion. Inside the colorful tram, the winners were styled with different Nordic styles from Zalando's selection, under the guidance of well known fashion stylists.
Each winner was personally photographed by top photographer Janita Autio. The campaign photos of the winners were dynamically displayed on digital outdoor advertising surfaces along the style route where the tram moved, reaching thousands of people at the same time. Influencers. The experiential campaign focused on both Zalando's Nordic brands and young consumers, reaching young adults through multiple channels.
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