In March 2011 Realfiction’s Dreamoc^TM helped the Danish company Lakrids by Johan Bülow increase sales on all its 5 licorice products. In collaboration with one of the largest and most prestigious shopping centers in Denmark – Magasin du Nord, the Danish company Lakrids by Johan Bülow used the Dreamoc^TM. This case is the first Dreamoc^TM project, where the sales data has been measured and documented. The “Stop-and-Wonder” effect has been shown in multiple videos and pictures, however, now the even more powerful effect of the Dreamoc^TM - the increased sales effect, has been clearly documented.

The Magasin du Nord group has several shopping centers in Denmark, it employs approximately 1000 people and had a turnover of close to 1.9 billion DKK in 2009/10 (corresponding to € 255 million). By providing Realfiction with the sales numbers of the products, both before and after the implementation of the Dreamoc^TM, Magasin du Nord and Johan Bülow made the effect of the Dreamoc^TM measurable.

Lakrids by Johan Bülow started its operations in 2008 and has multiplied its turnover dramatically every year since. The company currently employs 20 people and has two licorice factories in Denmark – one in Copenhagen and one in the most eastern part of Denmark – Bornholm – were the company was originally founded.

In collaboration with our German content partner – Puppeteers – a 3D animation was made and implemented in three Dreamocs^TM placed in two of Magasin du Nord’s shopping centers. All three Dreamocs^TM were placed in highly visual positions – next to the shopping center’s main escalator and right next to the counters.

The effect of the Dreamoc’s^TM integration was astonishing just after a couple of days and only after two weeks sales has more than doubled on the product, without special prize campaign or additional advertizing. Furthermore, after one month of implementation, sales of Johan Bülow licorices had increased approximately 180%. The experienced increase in sales is visualized in the diagram.

In terms of day-to-day sales the implementation (indicated by the red line in the diagram) increased sales dramatically from day one.

The substantial increase in sales, was described by both the CEO of Lakrids by Johan Bülow and the international food manager of Magasin in positive statements characterized by astonishment:

“We saw an increase of more than 110% during the first couple of weeks, which is amazing” CEO of Lakrids by Johan Bülow, Johan Bülow.

Furthermore, the customers’ embracement of the Dreamoc^TM was described as:

“In the short run the display has had a huge promotional power, and this case is actually the largest success we have ever had with a "new" product” International Food Manager Magasin, Ricky Overeem.

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