en-jumbo

The situation

Unlike the Dutch Jumbo, the Swiss Jumbo is comparable to Gamma. They offer everything to do with DIY, decoration and gardening. Their social media channels were already online for two years, but their goal was to do something extraordinary to bring awareness to their brand.

The challenge

A budget of around 20,000€ might sound reasonable – not however, when it’s the entire year’s budget for a project in the context of Switzerland, in three languages, and covering both mediaspend as well as production costs. In those restraints we also had to come up with an idea to captivate the audience, unaware whether it would succeed or not.

The approach

This is where #angepackt is born - a project that encourages users to get their hammers and really “do it yourself”. The hero component consists of a contest that rewards the best DIY-project with a prize each season. As hub content there are life-hack videos, fan article posts and miscellaneous content to further support the greater user-generated core of the project.

In an agile approach, when things didn’t go to plan, they were flexibly adjusted. Through many bumps #angepackt was shaped in a way that couldn’t have been foretold in the initial plan. A sticker campaign was dropped, retargeting-campaigns were started and the main emphasis on user-generated content was grown.

The result

With over 600 entries to the contest, #angepackt was a success – reeling in more users each of the four seasons. The campaign grew many regular people into passionate DIY and Jumbo fans all around the country and in three languages.

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