Valentin&Byhr launched a massive anniversary campaign for the oldest wallpaper factory in Sweden and the Swedish people were the main ambassadors
Boråstapeter; the oldest wallpaper factory in Sweden was turning 110 years old, which called for a special celebration. It was also a unique opportunity to acknowledge the vast Boråstapeter archive and the unique pieces of design history that it was home to. The company has decorated Swedish homes since 1905 and to honour their anniversary they produced a historic wallpaper collection with their most popular patterns of all times. Valentin&Byhr got the prestigious mission to create the yearlong anniversary campaign.
This was primarily a campaign for the launch of a new wallpaper collection, but it was also a chance for Boråstapeter to celebrate their amazing heritage and the role that wallpaper plays in decorating the home. The Boråstapeter archive is a treasure chest and a perfect opportunity to talk about wallpaper as the cultural phenomena it is. The campaign was launched under the name "Wallpapers of all times" where the hub consisted of a nation wide Instagram contest in which the Swedish people were asked to dig into their own archive and publish pictures of their most loved wallpaper patterns over the years. The reward was a set of optional wallpaper classics and all published contributions became part of a massive inspirational picture bank for wallpaper patterns. The campaign also comprised of print adverts, banners, banners, and guerrilla activities, PR and in store material.
At the end of the year more than 4 100 contributions hade been published under the campaign hash tag and Boråstapeter received more than 5 800 new followers to their Instagram account during the period.
Want to know more about this or our other case for Wallvision, contact us!