TRANSPORTABLE POP-UP CONCEPT IN SILKEBORG
Design for a campaign with great effect
MODUS has developed a pop-up concept for Silkeborg Municipality in connection with Silkeborg Kalder - the municipality's settlement campaign.
The concept consisted of a physically bounded concept that ran from city to city. Here, through play and activities, families could get an insight into the possibilities in Silkeborg - rather than traditional online marketing.
The effect was great when the brand came out physically - where the customers were. The concept achieved great enrollment from all cities, where families flocked to meet Silkeborg.
Job consultants, estate agents and many other actors were brought along on the trip so that they could meet the customers at eye level. The visitors also had the opportunity to sign up for newsletters and much more.
The concept was designed so that it was cheap and could easily be transported from city to city by truck. All elements - which should not be built - e.g. canoes, bicycles etc. were borrowed from local companies.
MODUS was responsible for concept, design, project management and execution.