Launch of the largest kitchen studio XXXLutz
XXXLutz
An exemplary full-service collaboration
ROI
Increase in orders
Challenge
Opening of the largest kitchen studio in Central Europe in a challenging market environment
Almost everyone knows XXXLutz furniture stores, and not just because of the big red chair. This renowned brand is far from resting on its laurels and continues to expand its services—the opening of the largest kitchen studio in the Czech Republic, located in Prague’s OC Butovice, was a significant challenge. And at Marketup, we love challenges.
We have been partners with XXXLutz since 2019, and over time, our collaboration has grown into a full-service partnership. That’s why the client turned to us for this ambitious project.
The priority for XXXLutz was to secure a sufficient number of leads for custom kitchen planning consultations with sales advisors. At the same time, we aimed to ensure that a significant portion of the Czech population would associate the brand with the slogan “the largest selection of kitchens.”
How did we tackle this task?
How to
From creative concept and media planning to organizing a VIP event
During brainstorming sessions with XXXLutz, we combined the client's ideas with our own. We focused on three key areas:
Developing a concept, including video creative (TVC/online)
Online media coverage
The event for the opening of the kitchen studio
Before creating the concept, we analyzed existing video creatives by testing their impact on emotions, needs, and branding, as well as testing various brand associations connected to XXXLutz kitchens compared to competitors. We discovered that XXXLutz had not established dominance in any of the tested associations compared to its competitors. The strongest opportunity for differentiation was with the association “the largest selection of kitchens,” where competitors were also not particularly strong.
We then began crafting the concept, ultimately deciding to link the cooking competition MasterChef Czechia with XXXLutz. In the first phase, we approached Roman Staša, the winner of MasterChef 2020, and then TV Nova, proposing collaboration on this project through media support.The video concept had to meet key requirements: universality, locality, and showcasing the kitchen range. After creating the concept, we tested the video during the storyboard phase, which revealed positive indicators as well as suggestions for minor improvements for the final production (executed in collaboration with IS Produkce).
For media coverage, our work spanned online environments, partnerships with TV Nova, influencers, and special formats. Additionally, the client had access to the very first locally produced TV commercial in their history. In the initial phase, our priority was to deliver the message about the kitchen studio opening to the broader Prague and Central Bohemia region. Later, we launched a nationwide reach campaign, as planning a kitchen is possible in other XXXLutz stores as well. The campaign was supplemented with lead-generation campaigns for kitchen planning. In collaboration with TV Nova and the MasterChef program, we leveraged their audience through formats like online video, HbbTV, social media, and influencers (participants from the 2022 and 2023 MasterChef seasons).
The biggest challenge was the opening event for the kitchen studio itself, which included a VIP event for 300 guests followed by the studio’s opening to the public. During the VIP opening, guests enjoyed a "MasterChef Challenge" between two teams of participants from the 2022 MasterChef competition.
Impact
Success in both brand and performance metrics
Michal Karcol, CEO of XXXLutz Czech Republic and Slovakia: "I was greatly surprised by how effectively the campaign from Marketup worked for the opening of our largest Kitchen and Interior Studio XXXLutz in Galerie Butovice. It delivered outstanding business results, not only in the studio itself in Galerie Butovice, where kitchen sales exceeded our expectations by more than three times. The campaign's impact was also felt in other XXXLutz stores across the Czech Republic, with kitchen sales increasing by up to 25% year-over-year in the following months."
And because the entire project was executed excellently, the campaign results reflected this success. Among the marketing metrics, we can highlight that the advertisement was noticed by 50% of the population over 25 years old (10 percentage points above the average). According to measurements by Behavio, the ad was more effective than 67% of other advertisements. Brand awareness for XXXLutz increased by 11 percentage points, and the average ad recall was 40% (Source: Behavio), with the largest increase in ad recall (+60%, Source: YouTube Brand Lift) observed in the 35–44 age group.
The campaign also had a tangible impact on business and lead generation – we recorded a 120% increase in leads from all sources (July 1–August 15, 2023 vs. the previous year YoY) and a 150% increase in PPC leads following the studio’s opening (July 1–August 15, 2023 vs. the preceding period).
We are very proud that this campaign earned us 3rd place at Effie 2024, 1st place in the Webtop100 competition, and 1st place in the Internet Effectiveness Awards.
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