Kolding Storcenter is one of Denmark’s biggest and most popular shopping malls. To target a younger audience and position the brand as cool and young-minded, they wanted to tap into the upcoming festival season.
Knowtheirname helped to establish a strategic partnership between Kolding Storcenter and one of the country’s largest festivals, Tinderbox. The idea: To make a mini festival area in the parking lot of the mall, and invite customers to spend the night in tents.
The participants were treated with intimate concerts and texts about special deals in the mall shops during the event. Additionally, the overnight guests had the opportunity to win partout tickets to the Tinderbox Festival.