The Swedish trading company Clas Ohlson has awarded its media budget for Germany to the Hamburg-based JOM Group (JOM: Jäschke Operational Media, JOM com).
Together with the client, JOM developed the strategic focus of the communication measures, and since the beginning of the year has been responsible for media planning and purchasing. JOM also takes care of the German Facebook, Instagram and YouTube social media channels. The Hamburg company already won the contract last year in a selection procedure involving several competitors. The creative strategy, campaign contents and design were produced by Clas Ohlson’s in-house team at the company’s headquarters in Insjön, Sweden.
The opening of the first Clas Ohlson store on 19 May in the building that traditionally housed the legendary “Streit’s” cinema on the Jungfernstieg in Hamburg is being accompanied by a wide-reaching launch campaign. Here, the focus is on attention-grabbing out-of-home implementation with a focus on the Jungfernstieg. This will be augmented by supplements in daily newspapers, radio and various online and mobile measures. The campaign is due to start at the beginning of May.
For this year, the company is planning to open two more stores, one in the Altona district of Hamburg and another in the Alstertal shopping centre (Poppenbüttel).
For the company, Catrin Folkesson, Head of New Markets and Managing Director of Clas Ohlson GmbH, is responsible for the expansion into Germany. “We are happy that we can now also introduce the Clas Ohlson brand and the highly successful retail concept in the German market. To make sure we get off to a good start, we have worked together with our agency partners in the last weeks and months to develop a high-impact communication concept, and are now highly confident that the opening will be a success,” Folkesson explains.
Clas Ohlson is an international retail company which impresses with its broad range of low-cost products in areas such as home furnishings, DIY, electrical appliances, multimedia and leisure. In Sweden, its home country, the Clas Ohlson brand enjoys recognition levels of almost 100 percent. It is one of the strongest trade brands in the Scandinavian area. In recent years, the company has expanded internationally at a rapid rate and now has 205 branches in five markets (Sweden, Finland, Norway, Great Britain and the United Arab Emirates).
As JOM Managing Director Michael Jäschke told us: “We are extremely proud that a company that is so highly regarded and rich in tradition as Clas Ohlson entrust us with this contract. At the same time, the brand and store concept are largely new in Germany. This makes the communication challenge all the more interesting, but it also sets high standards for the optimum modulation of the message content and the medium used.”