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The Big Mosquito Party

Issue 17 | December 2010

Background

Playground is a store in Stockholm that sells outdoor clothing and equipment. They have a loyal group of customers, who appreciate the knowledge and advice they get from Playground staff whenever they visit. Outside this core group of outdoors types, however, Playground is relatively unknown.

So the ambition was to widen Playground’s customer base from ‘outdoor professionals’ to a wider group of customers, without losing any of the store’s core fan-group.

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