Sweden tour with Elitfönster

When window manufacturer Elitfönster turned 100 years old, they asked themselves the question: "How do we live for another 100 years?" The answer was to invest in the next generation of window buyers. Together with Contrast, they embarked on a tour of Sweden during the summer of 2024.

BACKGROUND

Elitfönster is well known for its high product quality and Best-in-Test rankings. When the Småland-based manufacturer invited Contrast to plan brand experiences during the anniversary year, the idea of going on a festival tour was born...

The idea was both bold and innovative. Meeting happy festival-goers instead of retailers - could this be the perfect strategy?

The project team was convinced. The festival tour would provide a unique opportunity to meet both today's window shoppers and tomorrow's. That is: families.

The aim of the tour was to increase brand awareness. Elitfönster also wanted to show that it is a comfortable and modern company to rely on, also in the future.

 

SOLUTION

Contrast based the concept on the core values of "simplicity, sustainability and quality - in Småland". The key concepts were "Best-in-test" and "100 years". 

We shaped the messages and message carriers according to the target groups and the new environment. We also made sure that the communication would not only reach the festival visitors but also extend far beyond the festival areas and live beyond the festival.

Then we took the brand on a journey, together with Rix FM Festival, from Luleå in the north to Malmö in the south.

Brand experiences at the festival stand:

  • VR game - install windows quickly and with precision (to engage and spark interest in window installation)
  • Photo contest, with social channel window sill (visitors who posted entries had a chance to win Front row tickets to see the festival from the stage)
  • Wheel of fortune with a win every time

  • Prizes and giveaways with clear messages:

    -Best on sun protection (sunbeds, sunscreen, sunglasses and caps)
    - Best on storms (rain ponchos)
    - Best on noise (earplugs and ear muffs)
    - 100 years (retro-style t-shirts and trucker caps with anniversary logo)
    - 100 years ("tattoo sparrows", window cleaner, reflectors, rulers, pens and more)


Brand exposures on the festival grounds and outside:

  • Activation from stage: "Cap rain" to Elite Window song with the presenters and a rolling Elite Window movie
  • Elite window tour bus, an electric car with campervan vibes to support the narrative of sustainability, Småland origins and nature
  • Tent cloth with clear anniversary logo for visibility when filming on site and with drones.

 

OUTCOME

The result was beyond expectations:

⭐️ 56,000 consumers visited the Elitfönster stand

⭐️ Brand awareness increased by 26 percentage points (compared to non-visitors).

⭐️ 88% had a positive or very positive experience of the visit to the Elitfönster stand

⭐️ 90% were positive or very positive about Elitfönster's involvement.

 

"Contrast has been an invaluable partner throughout the process, from concept to execution. Their creative and strategic input ensured that we were not only visible, but really engaged the festival audience. The result exceeded our expectations and we will take away many valuable insights for the future."

- Emma Kikson, Marketing and Business Development Manager at Elitfönster

"Elitfönster became a very popular feature of the event village, they had something for everyone and the activities often created a queue."

"We have never seen a cap that was so appreciated!!!"

- Rix FM Festival