Astrid Lindgren’s World wanted to reach out to families with children in a completely new, engaging way and bring the classic joy of storytelling to life in the midst of a busy shopping season. The challenge lay in how to transfer the analog magic and fairy-tale atmosphere from the park in Vimmerby to a hectic, modern, and strictly commercial indoor environment.
Through a unique collaboration with LikeHouse Kommunikation & Media AB, Blank Works, Astrid Lindgren’s Vimmerby AB, and Ocean Outdoor Sweden, we at Quality Think had the opportunity to take storytelling to a new level. The goal was to cut through the traditional media noise and create a physical meeting place that encouraged play and spontaneous two-way interaction, rather than just passive viewing.
To bring the idea to life, we created a custom experience set on the floor right in the heart of Mall of Scandinavia. We developed and integrated robust IoT technology in the form of physical, custom-designed interactive buttons that were placed within a constructed miniature world. These buttons were seamlessly connected to the giant, ceiling-mounted HALO screens (DOOH screens) throughout the mall. When a visitor pressed a button, signals were sent instantly in real time to the screens, where fun quiz questions about Astrid Lindgren’s beloved characters were projected immediately. This combination of customized software and smart hardware made it possible to create a responsive, large-scale gamification experience for the whole family.
The result was a magical and interactive oasis in the middle of the shopping center where both children and adults happily stopped to test their knowledge together in the middle of their shopping trip. By combining physical tactility with large-scale digital displays, we succeeded in transforming a traditional outdoor advertisement into a vibrant and memorable brand experience. The campaign not only generated high reach and fantastic on-site engagement, but also demonstrated how modern AdTech and IoT can merge to create genuine digital added value.
A big thank you to our amazing partners—this is exactly how we at Quality Think want to work, where creativity, technology, and experiences truly come together.
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