POWER, the Nordics’ leading electronics challenger, is rapidly expanding its presence in the Swedish market with the launch of its innovative advertising concept: LOW LOW LOW. This bold initiative aims to solidify POWER’s position as the premier modern, low-price alternative among electronics chains in Sweden.
Since its entrance into the Swedish market in August, POWER has witnessed a remarkable surge in brand recognition, skyrocketing from 0.7 percent to an impressive 42 percent in just a few months, as revealed by a recent brand survey conducted by NEPA. Particularly noteworthy is the significant improvement in the “Lowest Price Perception” category, reflecting POWER’s growing reputation as a budget-friendly option.
– As a challenger in the Swedish market, we want to do something completely different from the boring communication that we see today in the electronics industry. With our new advertising concept LOW LOW LOW, we can be both flexible and playful. We really show how “low” we can go, but with a twinkle in our eye, while flirting with popular culture and contributing to entertainment, says Eddie Hernandez, marketing manager at POWER Sweden.
Crafted by the renowned Norwegian advertising agency Schjærven, the LOW LOW LOW concept is set to make a splash in Sweden during week 9.
– In order to develop a low-cost concept that is clear, interesting and adapted to all surfaces, we have created something that attracts attention and entertains the recipient. With “Low prices. It’s electrifying” we combine the rational about price with the emotional which is about the good, almost electric, feeling you get from making a good purchase, says Knut Røse, advisor at Schjærven.
The advertising campaign will be seen in TV, online video, OOH, display, social media, ODR, performance and via influencer collaborations with the profiles Anis Don Demina and VC Barre. And of course with really low prices in all department stores.
Working group behind the campaign:
Nordic advertising agency: Schjærven
Media agency: Bizkit Havas
Adtech agency: Madington
Film agency: Clockwork
Swedish PR agency: Wenderfalck
Digital agency: S360
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