How do you create hype around yet another store opening in a long series? And not just hype — but hyper-hype?

That was the challenge when POWER, in October 2025, was to reopen its store in Rosengårdcentret in Odense. The solution was the commercial “2 Mill.”, conceived and produced by FRIDAY, which became the focal point of a large-scale 360-degree campaign before, during, and after the store opening on October 4.

The results speak for themselves: POWER set a sales record with 51.1 million DKK on the opening day alone and 70 million DKK over the entire weekend. At the same time, the Odense store positioned itself as the most profitable among POWER’s nearly 30 stores.

In addition, the campaign gave POWER’s overall brand a significant boost. Measurements before and after the campaign showed that Ad awareness increased by 55 %, while brand awareness increased by 33 %.

That is pure POWER.