Sometimes big news - are quite small! When Kay Bojesen wanted to launch the new mini panda (LILLE) to the Danish market, timing was everthing.
Challange
How to launch the new product… in less than a week!
Solution
Head for the web, create hype and excitement (Instagram, Facebook, Newsletters, Landingpage, Ads on selected newssites) a few days prior to the launch - and the opening of the Panda house at the Copenhagen Zoo.
A three-step campaign
Phase 1 - Breaking
The new Panda House in Copenhagen Zoo had already been opened several months before, so the hype was over. However, making Pandas bread in captivity is extremely hard, and this was our angel.
Goal: Create interest across digital channels.
Phase 2 - Size matters
Most Danes know Kay Bojesen - and a bigger size Panda had already been launched, so all focus was on the new - and super cute size. The Danish word for small - Lille, became the red thread throughout the communication.
Goal: Awareness of the new small size Panda
Phase 3 - Time to play
Kay Bojesens products appeal to the inner child within us all. That is also why you will find a wooden monkey in even the most minimalistic and stylish home in Denmark. Lille Panda was a natural expansion of any design lover's home.
Goal: Show how Lille Panda could become part of any home-deco.
