967 sessions across 4 parallel locations in 1 day for the JYSK rebranding launch

The Danish furniture retailer JYSK combined its annual staff party with the internal launch of its rebranding. UpReach delivered a multi-location activation at 4 parallel sites — all photo booths fully in the new JYSK brand design, from the standby screen to the action button and photo overlay. Within a single day's run, the set-up generated 967 sessions — around 240 shots per location — with multi-format output (single photo, GIF, boomerang) and a consistent CI experience across all sites.

More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.

The initial situation

Rebranding launches are often more fragile internally than externally. Staff must not only see the new design but experience it in a positively charged context — otherwise the rebranding remains an abstract top-down statement that does not carry into daily work. The JYSK annual party was the natural occasion for exactly this emotional anchoring.

The activation had two requirements. First: it had to show the new JYSK design consistently across all 4 locations — hardware wrap, software UI, photo overlay, photo-email template. Any deviation at one location would have damaged the perception of the new CI at that site. Second: the take-home for staff had to be varied — a static photo for the pinboard, a GIF for the family chat, a boomerang for social media.

The operational requirement was the multi-location logistics in a single day: 4 set-ups in parallel, 4 teardowns in parallel, identical configuration on all devices, a live data view across all 4 sites in one dashboard.

The UpReach solution

UpReach deployed four UpReach Compact units in identical configuration at the 4 JYSK locations. The hardware was fully wrapped in the new JYSK brand design at all sites — the physical appearance was identical at every location. The software interface was configured uniformly too: standby screen, action buttons, photo overlays and photo-email template all carried the new JYSK CI.

The multi-format output offered three capture modes in parallel: a single photo for the classic keepsake, a GIF for a moving take-home memory, a boomerang for social media. At the terminal, staff could decide for themselves which format to use.

After capture came the GDPR-compliant contact-data request for delivering the images. Output ran in parallel across three channels: a QR code for a direct smartphone download, an instant print at the terminal, and email or SMS delivery to the stored address. The personalised email was designed in the new JYSK brand layout and also offered direct-share buttons for the main social-media channels.

The cloud CMS pooled the live data from all 4 locations into a central dashboard — the JYSK marketing team and HQ could track session volume, output-format distribution and conversion rate per site in real time. More on the hardware: /produkte/compact.

Setup & Logistics

Lead time four weeks: two weeks for interface design and rebranding integration (the complete software UI in the new JYSK design, photo overlay, email template, identical configuration for all 4 devices), one week for the hardware wrap of all 4 UpReach Compact units in the new JYSK brand design, one week for logistics planning and a pre-production test of all 4 devices under real footfall conditions.

Set-up in parallel at all 4 locations on the morning of the annual party by 4 UpReach technicians — synchronous installation, camera calibration, pipeline test. During the event day, the activation ran at all sites at once in kiosk mode, with on-site support from one technician per location for an immediate response at peaks.

The cloud CMS delivered a central dashboard with live comparison data from all 4 locations — session volume, conversion rate, output-format distribution and output-channel choice per site. After the event, the parallel teardown ran at all 4 locations in the evening, with central data consolidation in the UpReach KPI dashboard.

Results by the numbers

parallel locations

967

sessions

parallel output channels

The multi-location activation with 4 set-ups running in parallel proves the scalability of the UpReach architecture: identical configuration on 4 devices, a central data view in the cloud CMS, parallel logistics in one day. The average 240 sessions per location show that the activation reached a substantial participation rate at each individual site — not just at one dominant main location.

The multi-format output (single photo, GIF, boomerang) served different employee preferences. The parallel three-channel output (QR code, print, email/SMS) gave staff maximum flexibility for their take-home format — from a physical print for the pinboard to a direct share on social media.

The JYSK photo email in the new brand design extended the rebranding touchpoint beyond the event day — every employee inbox carried an image with the new CI, which supported the internal adoption of the rebranding in substance.

Key takeaways from this setup

CI consistency across multiple locations needs central configuration: in a rebranding launch, no location may show deviating branding — the entire effect of the relaunch is at stake. The cloud-CMS-based configuration of all 4 devices from one source guaranteed 100% CI uniformity with no on-site configuration risk.

Multi-format is a must for employee activations: staff have heterogeneous social preferences — some share on LinkedIn, others in the family chat, others not at all but take a print home. Three parallel output formats maximise the likelihood that every employee finds the take-home relevant to them.

A photo email in the new brand layout extends the rebranding touchpoint: the personalised email in the new JYSK design is more than just image delivery — it is a second rebranding touchpoint in the employee inbox. A generic delivery email would have wasted this reinforcement effect.