Playground, a Swedish outdoor company, decided that the best way to connect with their target audience was to zone in on everyone's most common Summer enemy, the mosquito. The store created a live mosquito filled room in front of their Stockholm location and dared brave shoppers to spend some time in the area. Each customer that entered the room received one percent off repellent products for every mosquito bite they had to endure. The promotion gained great media coverage and increased foot traffic into Playground stores significantly for the month. Watch the video to see the execution of the entire campaign. [via Ourwork on Vimeo]
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