Driving drivers to lkpg Fashion District



lkpg Fashion District is a shopping area located in the heart of Linköping. Like many shopping centers, they struggle to get people to visit the stores instead of shopping online. 

We created a campaign that used interactive directions and humor to guide people to the shopping district. 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. We added QR codes to scan for navigation, and put a spin on traditional navigation lingo. As an add-on to the campaign, we created a radio spot with Sarah Edwardsson, the woman with the iconic GPS voice guiding the listener to the district.

The campaign runs throughout 2024 in multiple media channels, such as OOH/DOOH, SoMe, print, and on local radio.

OOH NAVIGATION CAMPAIGN

Year: 2024
Client: Lundbergs Fastigheter
Country: Linköping, Sweden
Agency: Sweet Creatives
My role: Copywriter

Placed by the SAAB Arena during the SHL playoffs. 

Placed at Trädgårdstorget. 

Placed by the rival, the shopping center i-Huset. 

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