Selling the Unsellable – 21 Tiny Cabins, No Electricity, No Running Water… and a Line Around the Block

How do you sell tiny, heritage-listed summer cabins with no electricity, no running water, and only an outhouse—in today’s luxury-driven cabin market?

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That was the challenge Circle K faced when preparing to sell 21 modest cabins on Lågøya, a remote island at the edge of the Oslofjord. The cabins couldn’t be upgraded, extended, or used year-round—yet there was high anticipation around the sale and how the market would respond.

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A once-in-a-lifetime opportunity – 21 times
The strategy? Flip the “flaws” into features. We repositioned the offer to attract a completely different audience—those who appreciate simplicity, authenticity, and the nostalgic charm of an untouched Norwegian summer. We leaned into exclusivity: just 21 cabins available. In the teaser campaign, we teased "a cabin on your own island"—without revealing the location—creating buzz and curiosity while building a strong list of potential buyers before the viewing.

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We kicked off the campaign with a film capturing dreamy snapshots of what summer on the island could look like. It launched on social media, and the response was immediate. Comments exploded with guesses about the island’s location, the press picked up the story, and our ambitious goal of 1,000 leads was surpassed during the very first weekend.

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Proof that pure nostalgia still sells
The campaign proved that you can sell old-school cabin life and unfiltered summer joy—even in a high-end market. With thousands of eager names on the list, real estate agents braced for a legendary open-house weekend in early May.

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And then, the best-case scenario happened: Sparebankstiftelsen DNB stepped in and secured Lågøya and all 21 cabins. The island and its simple summer homes will now be preserved and managed by The Norwegian Trekking Association (DNT)—for the benefit and enjoyment of the entire country.