For decades the Dutch have learned to skate using old chairs. Ogilvy Amsterdam and furniture retailer, Loods 5, realised that they didn’t have to be old chairs. So, the agency brought its new chair collection to the Museumplein rink, transforming it into an “interactive design showroom”.

At Ogilvy’s Showroom on Ice, skaters could test the chairs, gather home inspiration, and purchase directly via a QR code. Chair sales soared by 30% during the week compared to the same period last year. To generate maximum buzz, the campaign kicked off with an exclusive press and influencer event. Attendees had the opportunity to experience the Showroom on Ice firsthand during a skating clinic led by top skater, Pien Hersman. The full campaign included online and social media, both paid and organic, complemented by 10 DOOH positions around Museumplein, with creative materials developed using the AI platform WPP Open.

Press with relevant titles achieved a reach of 2.8 million. Influencers (Instagram), a potential reach of 1.1 million; DOOH, a reach of 149K; and social media, a reach of 200,000.

Tolga Büyükdoğanay, chief creative officer, Ogilvy Amsterdam, stated, “‘Showroom on Ice’ modernises tradition. We took a trusted ritual and turned it into a living showroom. By bringing contemporary design onto the ice, we show that heritage can evolve into relevant brand experiences.”

Cees Conijn, head of marketing & e-commerce, Loods 5, added, “As a Dutch company that has been delivering unique home concepts since 1999, we are thrilled to give a beloved Dutch tradition a new, contemporary, and distinctive twist. Just as our assortment is constantly innovative, we also aim to offer a complete and inspiring shopping experience. Showroom on Ice, designed by Ogilvy, perfectly aligns with our vision and offers a completely new retail experience.”

Credits

Client: Loods 5 
Head of Marketing & E-commerce: Cees Conijn 
Creative Content Manager: Tjade de Jong

Creative & PR: Ogilvy Amsterdam