WALL
YOURSELF.
Client: Gallerix | Category: Brand relaunch campaign
Gallerix, the Swedish art, print and framing retailer, had a positioning problem. The market saw them as a supplier of mass-produced prints. They saw themselves as an inspirational home of art. Here’s how we made that vision a reality.
Key emotional driver
We realised that our target audience longs for self-realisation; moving away from the mainstream and into individuality. What if we shift Gallerix’ image from ‘art on a wall’ to ‘wall as art’ – transforming walls in your home to a canvas for self-expression and creative individuality?
We devised the concept ‘Wall Yourself!’, making Gallerix the only interior design brand to own wall space as a design space.
impact
For the concept launch, we created an Instagram challenge called ‘Sweden’s Most Beautiful Wall’ in collaboration with the driving force behind the well-known Nordic blog Trendenser, Frida Ramstedt. Entrants posted images with #VackrasteVäggen (#MostBeautifulWall) and followed @GallerixSverige for the chance to win a Gallerix gift card.
The new concept had an enormously positive impact on the brand. Overall sales rocketed by 27% in the first six months after the concept was rolled out, compared to the same period the previous year.
