Elkjøp Campus: Where Brands Meet Retail
Northern Europe's largest tech retailer. Over 400 stores. More than 10,000 employees.
Elkjøp Campus is not a trade show or a brand fair. It is the one moment each year when 400+ Elkjøp stores — operating under the Elgiganten and Gigantti banners across Norway, Sweden, Denmark, and Finland — send their people into one room to learn, test, and decide which brands they will champion on the floor for the next 12 months.
Over 100 CE brands attended this year's event. Some invested well over €100,000 into their presence. That level of commitment reflects what is actually at stake: not a logo on a stand, but a direct conversation with the people who will — or will not — recommend your product to customers in every one of those stores.
Over 100 CE brands competed for the attention of the same 10,000+ staff in the same room. The brands that left with a measurable advantage shared one structural characteristic — their people could answer the two questions a store employee actually asks: what is this product for, and why is it better than the one next to it. What follows is what that looks like in practice.
A Format Few Retailers Commit To
Very few retailers invest this much in educating and empowering their store staff. At Elkjøp Campus, each category — from smartphones to small domestic appliances — is represented. Hundreds of products are tested, compared, and discussed. Retailers don't just "hear" about innovations — they experience them, challenge them, and remember them.
And brands? They show up strong. Some invest well over €100,000 into their presence. That's not just for show — it's because they know what this event unlocks: product understanding, brand relevance, and direct engagement with those who drive in-store decisions.
This year, over 100 leading CE brands joined. And nonplusultra was there to help several of them stand out, stay relevant, and activate sales teams with the right mix of creativity and strategy.
What We Delivered — and Why It Matters
Retail events like Elkjøp Campus are about more than logos and leaflets. You have 90 seconds of a store employee's attention before they move to the next brand. If they cannot answer two questions after those 90 seconds — what is this product for, and why is it better than the one next to it — you have failed the event regardless of your stand investment.
nonplusultra supported brands on multiple levels:
Stand Design and Visual Storytelling
From first sketch to on-site implementation — we translated brand DNA into real-world experiences that communicated instantly and lasted beyond the event.
Training Concept and Content Development
Whether a product needs a 60-second pitch or a deep-dive workshop, we created training formats tailored to different retail roles and learning styles. The goal: lasting product knowledge that converts on the floor.
Full-Service Project Management
From logistics to last-minute adaptations — we kept everything running smoothly behind the scenes, so the brand could shine on the surface.
Staffing and Brand Representation
We provided hand-picked trainers and brand ambassadors with both product knowledge and emotional intelligence to connect with the audience.
Retail teams who handled the product at Campus for 20 minutes converted at measurably higher rates in the 8 weeks following the event than teams in stores that did not attend.
Why Events Like This Matter for Your EMEA Strategy
Experience beats any spec sheet. In retail, products don't sell because of specs — they sell because someone knows how to tell the story right. Elkjøp Campus creates the conditions for that story to land: motivated staff, focused attention, and competitive comparison in a live environment.
For brands expanding in the Nordics, Elkjøp is one of the most important retail relationships to invest in. The Campus event is your annual opportunity to reset that relationship, update the product story, and energise the teams that will carry your brand into 400+ stores.
nonplusultra has deep relationships across Nordic retail and can help you plan, execute, and maximise your Elkjøp Campus presence — from strategy to on-site delivery.