Jysk’s record in mattress dominoes reach Danish media

Our campaign Jysk’s record in mattress dominoes and its merry solution has drawn attention not only from Latvian, but also from Danish media. The goal of the campaign was to present Jysk’s new offer of mattresses with positive entertaining activities. Setting a record in dominoes with Jysk’s mattresses attracted much of the public attention, because such big dominoes had never been used in Latvia before. The event took place on the symbolic date of 11.11.11, and 111 mattresses were upset on this day.

The campaign was implemented in three stages:

1) Triggering interest for the event and attracting participants (Application form on Jysk’s website, event rehearsal in t/c Spice, preparing information for media, video recording of the rehearsal and circulation of videos, advertising in media, activities on Draugiem.lv).

2) Record setting event (registration of participants, media communication during the event, circulation of news about the record, circulation of photos and videos of the event).

3) Follow-up activities (viral PR, making and distributing the video of the record setting, launching an advertising campaign for Jysk’s mattress offer).

To inform the public and to involve it in setting the record, a special application form was published on Jysk’s website, where every Latvian having reached the age of 18 could apply. Questions of the day published on Draugiem.lv also fuelled this interest. To give the public a clear idea about the coming event and its scenario, a short video from the rehearsal in t/c Spice was published on www. http://www.youtube.com/watch?v=wDySM1BsBco .

In addition to the registration on the Internet, participants could also apply on spot, at t/c Spice, on the day of the event. The press release, photos and videos from the event were published immediately after the record was set at: http://www.youtube.com/watch?v=RX74BCBPANg&feature .

After the event, a video was prepared and circulated on www, which was later also used by Danish media: http://www.youtube.com/watch?v=ovHYXFg3vmY&feature .

Interestingly, many mobile phone videos made by customers of t/c Spice were also published on the Internet (e.g. http://www.youtube.com/watch?v=x051_BND9N4&feature  ).

Results:

- 111 mattresses with the total length of 210 metres were upset! The record was set on a symbolic date, 11.11.11, with 111 mattresses.

- The message about Jysk as mattress seller was communicated to the target audience in an interesting and informal way (so far the public rather rarely associated Jysk with selling mattresses).

- Web videos and photos are published in all major Latvian news and entertainment portals.

- Information about preparations for the event and its scenario is circulated by leading Internet portals, TV and radio stations.

- Publications and episodes mention Jysk, as well as its new offer of mattresses.

- News about setting a domino record in Riga reached Danish media.

- Videos published on Youtube and other web portals viewed thousands of times.

- Unexpected bonus from the event – surprisingly active involvement of Jysk staff in implementing the project; the staff were very enthusiastic about their company’s participation in the Mattress domino event.

The Project was implemented by three agencies: PR agency Mediju tilts/Burson Marsteller, media agency Creative Media Baltic and event organizers Arawana.