| Title | BLOWING IN THE WIND |
| Brand | APOTEK HJÄRTAT |
| Product/Service | APOLOSOPHY |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Contributing Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
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Production Company
|
STOPP/FAMILY Stockholm, SWEDEN
|
Credits
| Andreas Ullenius |
Åkestam Holst |
Creative Director |
| Lars Baecklund |
Åkestam Holst |
Art Director |
| Mariette Glodeck |
Åkestam Holst |
Copywriter |
| Sara Clewemar |
Åkestam Holst |
Account Director |
| Jennie Strinnhed |
Åkestam Holst |
Account Manager |
| Sofia Swedenborg |
Åkestam Holst |
Digital Producer |
| Patrik Karlsson |
Åkestam Holst |
Planner |
| Lotta Person |
Åkestam Holst |
Graphic Designer |
| Jens Sjöbergh |
Åkestam Holst |
Graphic Designer |
| Anne/Lie Karl |
Åkestam Holst |
Studio Assistant |
| Elisabeth Frang |
Åkestam Holst |
Photographer |
| Fredrik Kullberg |
Apotek Hjärtat |
Advertiser Supervisor |
The Campaign
Studies show that 4 out of 5 Swedes have a negative attitude towards advertising. In order to break into the consumer's awareness without creating a negative attitude, you need to approach the consumers quietly without attracting large associations with advertising.
Results
STRATEGY
Apotek Hjärtat (Swedens largest private pharmacy) launched, at the beginning of 2014, a new line of products under the name Apolosophy. Apolosophy was launched as a way to raise consideration for Apotek Hjärtat as a brand and increase traffic to stores by offering products that historically has not been promoted at pharmacies in Sweden, namely a more premium range of products within beauty care. Objectives of a product launch campaign is to raise awareness, create recall of the brand behind the products, and create an urge to try them. The campaign was targeted at existing customers, and competitors customers. The idea behind the campaign was to prove to people that Apolosophy hairproducts are like no other brand when it comes to bringing your hair to life.
EXECUTION
We have all felt the windgust as a train enters the station, and also how that gush of air makes our hair come to life. That insight was what the media team built their solution on when deciding to use ClearChannels digital screens to communicate Apolosophys haircare products. The digital screen on one of Stockholms subway platforms where adapted to react to trains entering the station and create an illusion that the models hair blew in the wind because of the windgust from the train. Resulting in a creative solution that not only communicated the product benefit, but pushed the media to where it had not gone before. During the first day of the campaign a short movie was shot showcasing the media solution, and peoples reaction to it, to help spread the campaign message.
We used Clear Channel's digital screens in the Stockholm Subway system making the screen on the platform come to life only when the subway entered the platform.
Until today the movie showcasing the creative solution has over 3 million unique views in 190 countries. All this without any mediaspend to promote the video. Instead, media outlets such as CNN, CBS, TIME, MASHABLE, HUFFINGTON POST and GIZMODO all wrote about the campaign. The hype that was created helped Apotek Hjärtat, despite the small budget to reach out to the target audience, to beat the sales target with as much as 40 %. The campaign increased consideration for Apotek Hjärtat as a brand, and strengthened one of their most important associations, that they are a sympathetic brand.