SKI, Norway—Lovehoney harnessed the “Fifty Shades Effect” to its full potential over the Valentine’s holiday, with the trade sales team supporting Kondomeriet stores’ fun series of events to introduce new customers to Fifty Shades of Grey - The Official Pleasure Products.
Activities included 17,000 Fifty Shades Blindfolds being sent out to 50 cinemas across Norway. Lovehoney’s in-house videography team worked on a dark and atmospheric cinematic trailer, featuring products from the Fifty Shades Darker range which was shown in movie theaters all over Norway. Lovehoney’s designers also worked on an impactful range of POS, bespokely designed for Kondemeriet’s stores.
Then the real party began. A cinema was hired out for an exclusive screening on the 11 February of the Darker film with 1,500 customers attending, and then revellers went back to the store to purchase the product to the sounds of a private DJ. The staff wore Fifty Shades Darker Masquerade masks. The celebrations did not stop and on the next night there was another, more exclusive party in the Oslo store.
“The cinemas of Norway were jam-packed with people on the premiere weekend of Fifty Shades Darker,” said Maria K.Ebbestad, online editor and press spokesperson for Kondomeriet. “There were high expectations, an amazing atmosphere and the movie did not disappoint. We had so many people come to our event that had not shopped with us before—by working on these kinds of events, we are reaching out to many new customers as well. The atmosphere at the events was great and we were happy that Ilona and Neal from Lovehoney came all the way out to party with us.”
Kondomeriet stores are located in positions in high footfall areas such as shopping malls and the main High Street in Oslo, and worked on several streams of activity that reported massive amounts of success.
“It’s inspiring to hear that Kondemeriet’s exciting events recruited a large number of new customers to experience the new Fifty Shades Darker range,” said Ilona Laboviciute, trade sales executive of Lovehoney. “Norway is an exciting market to work with and Norwegians are a massive fan of the Fifty Shades Franchise.This is testament to the fact that this range has opened up pleasure products to a whole new market. We loved working with Kondemeriet and Norway is a fantastic place to visit.”
Lovehoney and Kondomeriet are in talks to see what they can work together on for the last movie of the franchise, Fifty Shades Freed.
For more, or to plan a similar event with Lovehoney, contact [email protected].
