| Title | SHOT IT, GOT IT! |
| Brand | ÅHLÉNS |
| Product/Service | RETAIL STORE |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
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Entrant Company
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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Advertising Agency
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FORSMAN & BODENFORS Gothenburg, SWEDEN
|
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Media Agency
|
MINDSHARE Stockholm, SWEDEN
|
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Production Company
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SNASK Stockholm, SWEDEN
|
Credits
| Susanna Glenndahl Thorslund |
Forsman/Bodenfors |
Account Supervisor |
| Sara Kling |
Forsman/Bodenfors |
Account Manager |
| Silla Levin |
Forsman/Bodenfors |
Art Director |
| Pontus Levahn |
Forsman/Bodenfors |
Copywriter |
| Ellinor Bjarnolf |
Forsman/Bodenfors |
Designer |
| Kalle Wettre |
Frilans |
Film Producer |
The Brief
Åhléns is Sweden’s largest chain of department store, selling everything from fashion and home decor to beauty products. They are well-known and frequently visited by Swedish women between the ages of 30-65.
Now they wanted to spread the word about their summer collection to younger audience and get them to visit the store. This with a very small media budget.
Creative Execution
Åhléns gives out vouchers to customers in their loyalty program, but has trouble reaching younger people. With this campaign the old fashioned coupon became something new, engaging and relevant for a new generation of customers.
This campaign was the first of its kind to turn existing functions on Instagram into an interactive game that made the collection spread organically to a new audience. And since we needed to display many products at once, 15 second stop-motion videos on a visual platform like Instagram allowed us to do that in a playful way.
Describe the creative solution to the brief/objective.
We turned to a free platform where we could find the target group – Instagram – and created a game only using stop motion videos and the screenshot function on smartphones. In three different Instagram videos, one for each category, products flashed by in high speed. If you were fast enough to capture an item in a screenshot, you got it at half-price. To collect your discount, you just posted your screenshot with the campaign hashtag and showed it at the cash register.
Results
Nearly 5000 people posted screenshots (that became their half-off vouchers in the store), promoting the products among their followers. Åhléns Instagram followers increased with 29%. Click through-rate was 8,9% (average 3,36%), 83,11% of the viewers watched the complete videos and share rate on Facebook was 1,67% (average 0,6%)