Nordiska Trädgårdar – Stockholmsmässan
Scandinavia's largest gardening fair Trädgårdsmässan have struggled with rejuvenating their customer target for a long time. In 2019, they wanted to attract a younger audience by customizing a whole new part of the fair solely adapted to them.
Cultivations and plants take up more space than ever in our homes and have become an important part of the interior. We wanted to inspire people to take advantage of what the nature already has to offer and show how easy it is to preserve and restore plants. With insights of the growing trend and phenomenon of exchanging plants and seeds, POST together with Stockholmsmässan created Sweden’s largest cutting swap event.
On the last day of Trädgårdsmässan we invited all cuttings enthusiasts to exchange new exciting plants with each other. The first 100 to bring at least three cuttings could enter the fair for free. To spread the word the artist Jonna Fransson created a beautiful poster that we spread all around Stockholm. We also collaborated with Mattias Mattison, the creator of the Instagram account Sticklingtjuven.
By the end of the day over 200 people had visited the cutting swap event, and more than 700 cuttings had been exchanged. The aim of attracting a younger audience to the fair was a success.
Our partner Trädgårdsmässan was also excited to see the cutting swap event presented as the highlight of the fair on Sweden’s largest morning TV show TV4 Nyhetsmorgon as well as the news show TV4 Nyheterna.
Client: Trädgårdsmässan (Stockholmsmässan)
Services provided: Planning, Concepts & Public Relations