Seasonal trend campaigns to
attract a younger audience

Background:

Åsane shoppingcentre, a market leader in the Bergen area with 140 shops and an average of 6.6 million visitors a year wanted to strenghten their position, attract more customers and better meet the challenges of an increasing competitive market.

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Solution:

Through insight and analyses it became clear that Åsane was the preferred shopping centre for women +50. Although this age is an important and prioritised group for Åsane, we saw an opportunity to speak to a younger demographics. Research and feedback from customers within the younger age group (25-35 years) showed lack of knowledge of what Åsane could offer in the terms of fashion and preferred brands. 

 

Seasonal trend campaigns are one of the areas that have a great potential to reach a younger audience and increse awarness of what Åsanes has to offer. Models, styling and photo locations were chosen to better connect with the younger target audience, and the marketet strategy was also slightly shifted from print based to a more visble online presence.