Triangeln
Triangeln is central Malmö’s largest shopping centre, with upwards of 100 shops and restaurants. Over 20,000 people pass through its doors every single day. Thanks to what Triangeln can offer and, above all, its location in the heart of the city, their primary target group is consumers who live or work in the inner city.
The work we create
What we do
KAN has an ongoing collaboration with Triangeln, including complete responsibility for the shopping centre’s external marketing. The overall aim of our work is to strengthen Triangeln’s brand and keep them top of mind for Malmö residents’ shopping needs. Our focus also includes differentiating Triangeln from other shopping centres with similar offerings.
How do you market a shopping centre to tired, cash-strapped consumers?
We produce four to five campaigns for Triangeln every year. In this case, our brief was to develop a February campaign that would show off their diverse selection, during a period that is typically seen as retail’s slow season. But how do you make a shopping centre relevant when people aren’t interested in shopping?
Our solution was to focus on items that cost less – or even nothing at all. This meant highlighting Triangeln’s second-hand offering, and we arranged “swap days”, where visitors could take their old clothes and trade up for other people’s garments. The campaign message was: ‘Mine. Yours. Ours. Change with style.’
The swap days were a huge hit and generated a 9% increase in foot traffic, which even benefitted the stores not selling second-hand items.
Careful placement around town
To capture our target group in the places where they move around, analogue and digital outdoor signage became the primary media channel for the campaign.
Recognition on location
Both inside and outside Triangeln, visitors were met by campaign messages, with more immersive elements and information on forthcoming swap days.
Well-attended events
We arranged swap days with influencer Fab Filippa, who could market the activities further to her own network.
Digital complement
In addition to outdoor communication, we focused on our target group in social media channels and digital spaces like Google Display.
Get on your feet!
In the year’s second campaign, we wanted to tell Malmö residents that it was time to shake off the winter blues and everything that comes with them. We also wanted to implicitly remind people of Triangeln’s central location and the best way to get there: on foot.
Putting the fun back in Christmas
Are the holidays really as fun as they could – and should – be? We didn’t think so, and Triangeln didn’t either. That’s why we chose to play on the title of a traditional Swedish Christmas song for the holiday campaign: Now we’re having fun again: everything you need for a more childish Christmas. Over four weeks, we challenged Malmö residents to get in touch with their inner child and let go of all their “must-dos”.
Hold out!
There’s a lot you can say about February, but most of us just want to power through to March. And that requires a certain amount of stimulant – whether in the form of vitamins, relaxation, or something else entirely. So, it’s a good thing that everything you need is available at Triangeln! Or, at least, that was our thinking behind this year’s first campaign. What do you think? Did you get an extra kick of energy from it?
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