We wanted property developers to realize the potential of Nacka Strand - a new 1500 apartments big neighborhood in an old office complex just outside Stockholm - in comparison to the very high m2 prices of the inner city.
In order to put pressure on developers, the strategy was to create a buzz within the public, the future tenants. The Midwinter Light-Up was an interactive music sequencer to lend light to the darkest night of the year - and to the new Nacka Strand apartment project.
The campaign created a huge interest within the public and selling the land rights to developers went much faster than expected. And at a higher cost per m2.