Our campaign "Opening the Largest Kitchen Studio XXXLutz" won bronze!

Marketup won 3rd place in the "Activation Marketing" category at the prestigious Effie competition. The awarded campaign was the opening of the largest kitchen studio XXXLutz.

About Effie

Effie stands for "Effectiveness" and represents a competition for the most effective advertising. In a two-round decision process, the jury evaluates measurable, proven campaign results in relation to the set objectives, assessing their efficiency in terms of resources used. Creativity, which is considered in the second round of evaluation, is understood in a broader sense: as the inspirational nature of strategic solutions, the ingenuity of the communication mix, and the purposefulness and focus with which the campaign execution serves the chosen strategy.

Our Campaign

The Challenge

At the beginning of 2023, XXXLutz needed assistance with the launch of the largest kitchen studio in Central Europe, featuring over 120 kitchens. The primary goal was to ensure the studio was fully booked right from the opening. At the time, the space in OC Galerie Butovice housed a furniture store, Kika, which was owned by XXXLutz but required a fundamental transformation.

The challenges included production capacity and lead times for custom kitchens, meeting customer expectations for improved services, faster delivery times, and personalized solutions. External factors such as inflation, interest rates, technological developments in the industry, and construction and environmental regulations further complicated an already demanding market environment.

Strategy

Collaboration with Roman Staša (MasterChef) as the brand ambassador. A 360° media mix including TV, online, PR, events, and influencer partnerships.

Measurable Results

Business Goals

• Sales

  Revenue from the OC Galerie Butovice studio exceeded the target threefold.

• Growth

  Year-over-year revenue growth for kitchen sales in other XXXLutz stores reached 17% in Q3 and 15% in Q4.

• Return on Investment (ROI)

  The campaign achieved an ROI of 494%.

Marketing Goals

• Foot Traffic

  Studio visits increased by 171% compared to the former Kika store at the same location.

• Online Reservations

  Online bookings for kitchen consultations rose by 120% year-over-year, with a conversion rate of 60%.

• Orders

  The number of kitchen orders at the OC Galerie Butovice studio grew by 185% compared to other XXXLutz stores.

Communication Goals

• Brand Salience

  Awareness of the XXXLutz brand in the "furniture and kitchen retailer" segment increased by 64%.

• Key Association

  The association of XXXLutz with "the largest selection of kitchens" rose by 89%.

• Campaign Reach

  The campaign reached 50% of the Czech population aged 25 and older.

This campaign not only achieved but significantly exceeded its objectives, solidifying XXXLutz’s leadership in the kitchen retail sector.

Michal Karcol, CEO of XXXLutz Czech Republic and Slovakia: "I was greatly surprised by how brilliantly the campaign from Marketup for the opening of our largest Kitchen and Interior Studio XXXLutz in Galerie Butovice worked. It delivered outstanding business results, not only at the studio in Galerie Butovice, where kitchen sales exceeded our expectations by more than threefold. The campaign's impact was also reflected in other XXXLutz stores across the Czech Republic, with kitchen sales increasing by up to 25% year-on-year in the following months."