Cologne's streets in the DOUGLAS look: Ströer accompanies flagship store opening with cross-media campaign

Just in time for the start of the Christmas season, the new DOUGLAS flagship store on Schildergasse is opening its doors. To make this event visible to the whole of Cologne and its visitors, DOUGLAS is relying on an eye-catching media campaign with Ströer. Under the motto ‘Jede Jeck is Beautiful’, Cologne has been celebrated in bright mint green and with iconic local motifs since the beginning of October.

For the opening campaign, DOUGLAS is relying on three eye-catching advertising media from Ströer:

• At Friesenplatz, a large-scale mural, created by Ströer subsidiary Outsite Media, attracts everyone's attention in DOUGLAS' striking mint colour. Thanks to its location on a central traffic axis, the building wall design offers a high recognition value in the heart of the city.

   

• Directly in front of it, a 360°-visible, backlit City Light Poster column (PCLP) creates an exciting combination of CLP and moving – ideal for attracting attention around the clock.

   

• A KVB tram branded in the exclusive DOUGLAS design runs on the most important lines through Cologne, transforming local transport itself into a mobile advertising space. This allows the brand to reach countless Cologne residents and visitors every day in the heart of city life.

DOUGLAS has focused on Cologne authenticity for the design of the campaign motif: in his design, the well-known street artist Pusher Tony combines local imagery with elements from the DOUGLAS beauty world.

“With Jede Jeck is Beautiful, we are bringing the DOUGLAS brand to the heart of Cologne – where diversity, joie de vivre and self-confidence are at home. It was important to us not just to play on the city, but to reflect it. That's why the campaign focuses on media that are part of the cityscape: wall art, trams, scene posters, light installations. Visible, approachable, authentically Cologne. We deliberately collaborated with Cologne street artist Pusher Tony on the campaign motif – his signature style gives the motif a local soul and artistic authenticity,” emphasises Charlotte Maria Rizza, Head of Media, PR & Events DOUGLAS DACH.

“An event like this just before Christmas is a real highlight for Cologne. With our cross-media campaign, we are making the new DOUGLAS flagship store and its message visible across various touchpoints – in the midst of the hustle and bustle, in the midst of life. This campaign is just as colourful, lively and diverse as the city itself”, says Richard Offermann, SVP Client Sales at Ströer Media Solutions GmbH.

With a combination of large-format murals, illuminated City Light posters and eye-catching branding on KVB trams, DOUGLAS and Ströer are setting a new standard in urban brand storytelling and underlining Cologne's importance as a creative metropolitan location.