s.Oliver store reopening

For s.Oliver’s reopening campaign, humor becomes a door opener.

Incidence down, stores open: When we all first thought the pandemic was over, everything suddenly happened very quickly. And the question quickly arose: How do you advertise the grand reopening by avoiding the fear of strolling crowds? Our answer: with humor.

A return to normal also means a return to the unpleasant side of shopping. By promoting these aspects, we didn't have to sugarcoat anything and, with a healthy dose of irony, made real-life-shopping all the more fun.

We developed a campaign that uses "incidence-based marketing": Our assets were only displayed where the incidences allowed stores to open.

The result: Customers were entertained and informed about the reopening. And s.Oliver seriously delivered on our ironic promises.