Tuesday, December 18, 2007

Literally the world's coolest fitting room

I actually saw this a couple of weeks ago now, but forgot all about writing a post about it, It wasn’t until I stumbled across it again today that I was reminded of its sheer brilliance. What am I talking about? - The world’s coolest fitting room in Sweden.

Selling coats for extreme weather conditions, the best place to test them out probably isn’t your normal retail store where the temperatures are usually well above normal room temperature, let alone the conditions they are actually made for. The solution then – to make the world’s coolest fitting room from 10m3 of snow and 200 kilos of dry ice to create a room at -25 degrees Celsius. I’d reckon if the coat is going to keep you warm(ish) in there, it will anywhere.

The concept was marketed through one ad in a daily newspaper, by posters outside the store, pictures were taken by a web cam and spread on the internet, then spread by word of mouth, radio and the newspapers. And the result – the store in Stockholm drew 400% more customers in (the target was 100%) and more than 100% more jackets were also sold against their goal. I’d say that made it a rip-roaring success. Well done Äkestam Holst (the agency behind it) and Playground (the brand behind it)!

Just wish they had one over here too...

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