Look for Kanken/ Nature is waiting
Fjällräven (which translates as arctic fox in Swedish) entered the Bulgarian market in early 2019. As most Swedish brands (and words), their name is a bit complicated for the users. However, what we found out is that people might not be able to pronounce the name, but many young people know the logo with the red fox.
To celebrate the launch, we came up with a two-stage campaign. A bit different than the usual activation, so it matches the brand and catches the eye.
The first stage was a game – people had to go around downtown Sofia and find 3 graffiti. We put them in popular, yet hidden places to make the graffiti hunt more exciting. To participate people had to take a picture with each graffiti and post all 3 of them on social media, tagging the brand. The prize was 5 pieces of the iconic Kanken bags. Hundreds of people participated.
The second stage of the campaign was a big graffiti art – a whole side-wall of a professional high school, based on the brand’s slogan Nature is waiting. One year later, we still have influencers and citizens taking pictures in front of the beautiful graffiti.