Iconic, uncomplicated, colourful: congstar represents a very characteristic look with a very high recognition value. "Congstar WG" has also been shaking up the mobile communications brand with its various flatmates since 2017. So far, however, the virtual shared flat has only been seen in digital, TV and print campaigns. At the beauty fair Glow by dm, it was to become completely real for the first time.
What girls want - Party on in the congstar WG
"You want it, you get it": Party on in the congstar-WG! On a mere 50 m² we have created a trade fair stand that not only brings the virtual shared apartment to life, but also makes girls' dreams come true: with a walk-in wardrobe for the party outfit, a DJ desk at the kitchen counter, a cosy chill-out area in the living room, the Pimp-your-Prosecco bar on the balcony or the Pin-you-Selfie wall for the best party photos in the hallway.
Cooperation with influencers, discreet product placements, give-aways integrated into the shared flat furniture and target group-specific activation measures made the apartment-sharing party the central meeting point at the beauty fair. In addition, individual WG elements were adapted nationwide as promotion areas in selected dm drugstores.
More than 6,000 visitors to the Glow by dm in Dortmund joined the party weekend with congstar. In black and neon colours, the interactive shared flat between all the delicate pink exhibition stands was an absolute eye-catcher. In November 2018, the party will continue at the Glow by dm in Berlin in the congstar shared flat, then with "Unter uns" actress Nora Koppen as a shared flat roommate.