The ICA Maxi store in Gävle wanted to attract additional traffic and customers to the store by advertising special offers in the form of an advent calendar
ICA selected 15,000 households within the Gävle municipality who were to receive a special advent calendar featuring a new daily special offer.
Sales increased by 23% on the first day of the campaign.
800 waffle irons were sold out within 1 hour.
The total number of 6-pack toilet paper sold increased from 150 to 850.
Twice as many customers shopped on Christmas Eve compared to the previous year.
2,600 coupons were redeemed on Christmas Day = 17.3%
For ICA Maxi it was the best Christmas campaign ever.