lkpg Fashion District is a shopping area located in the heart of Linköping. Like many Swedish shopping centers, they struggle to convince their target audience to visit their stores instead of shopping online.

After facing criticism from the shop owners in the district, Lundbergs Fastigheter asked us to help them increase the number of visitors and the average purchases made in each shop.

Our solution was a completely new concept, unlike anything else. We borrowed design elements from navigation apps and incorporated them into a physical environment. The result was an attention-grabbing campaign that sparked engagement throughout Linköping.

We produced over 25 different ads with directions, customized to their specific location. Of course, we added QR codes to scan for navigation. In the ads, we showed how easy and convenient it is to visit the shopping district on your way home from work, whether you drive, walk, or cycle.

As an add-on to the campaign, we created a radio spot with Sarah Edwardsson, the woman with the iconic GPS voice, where she guides you to the district. Sarah is also the voice on the Swedish version of Siri.

The campaign runs throughout the year in multiple media channels, such as OOH/DOOH, SoMe, print, and on local radio.

NAVIGATION CAMPAIGN

Year: 2024
Client: Lundbergs Fastigheter
Country: Linköping, Sweden
Agency: Sweet Creatives
Copywriter: Fanny Olsson
My role: Concept, Art Direction, Production

For the launch of the campaign we created a brand new set of icons to the brand identity. The icons are used on the ads, but also inside the district on signs to help people find stores and other spaces.

The campaign runs throughout the year in multiple media channels, such as OOH/DOOH, SoME, print, and on local radio.