‘We want to prove the consumers wrong’. That was the very clear ambition when JYSK launched a campaign to counter the general perception that the JYSK brand is synonymous with poor quality and somewhat characterless furniture. ‘The JYSK Apartment’ campaign is built on a real-life penthouse apartment furnished entirely with JYSK products. From furniture to rugs, pictures and accessories everything is from JYSK’s own collection to prove that it is indeed possible to make an apartment look like a million at a much lower cost. The process of decorating the JYSK Apartment was thoroughly documented and used as content in an extensive and very successful 10-week digital campaign across Europe.
Digital first
‘The JYSK Apartment’ campaign replaced traditional one-way communication via print and tv with a 100% digital approach in order to enable interaction with the target group. The campaign was executed on Facebook, Instagram, online banners and pre-rolls on YouTube – from where a clear call-to-act encouraged a visit to the dedicated ‘The JYSK Apartment’ website.
Reviews by Nordic bloggers
As part of the proof-of-point strategy, renowned bloggers from Denmark, Norway and Sweden were asked to spend a night in The JYSK Apartment to offer their opinion about the decor, the quality and the overall experience. Which led to valuable PR.
The result
Did it work? The short answer is YES! The JYSK Apartment campaign reached 27,6 million unique users and the pre-roll was viewed 7,9 million times in YouTube. And the best part was that the cost of reaching that many people was only 1/3 of what it would have cost to get the same result by means of traditional tv-advertising. Last but not least, post-campaign surveys revealed a 12.4% increase of people with a positive attitude towards JYSK products.
Want to know more?
Please contact /
Albert Funder
Sr. Account Director
+45 2141 5330
afu@agency-spring.com