Winners & Shortlists

BLOWING IN THE WIND

Short List
TitleBLOWING IN THE WIND
BrandAPOTEK HJÄRTAT
Product/ServiceAPOLOSOPHY
Category A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN
Entrant Company ÅKESTAM HOLST Stockholm, SWEDEN
Advertising Agency ÅKESTAM HOLST Stockholm, SWEDEN
Production Company STOPP/FAMILY Stockholm, SWEDEN
Credits
Name Company Position
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 Digital Designer
Nisse Axman Åkestam Holst Motion Designer
Anne/Lie Karl Åkestam Holst Studio Assistant
Elisabeth Frang Söderberg Agentur Photography
Fredrik Kullberg Apotek Hjärtat Advertiser Supervisor

The Brief

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.

Creative Execution

By making the screen on the subway platform come to life when the subway entered the platform we created a personal and engaging experience for each person waiting for the train to arrive. No only did the creative solution emphasize the most important aspect of Apolosophy haircare products, that they make your hair come to life, it did it in such a way that together with the sampling on the platform we created an experience that would not easily be forgotten. To increas reach of the direct campaign a movie was shot showing the creative solution, and peoples reactions to it.

Describe the creative solution to the brief/objective.

To reach the objectives focus was set on of the products within the Apolosophy product line, namely haircare products. The reasoning behind the decision was that haircare products has the lowest trial threshold of all Apolosophy products since it is the product with the highest purchase frequency, and by focusing on one product we increased the distinctiveness of the campaign. Since we knew that haircare products are bought to give life to ones hair we decided that the creative solution should be to bring the advertisement itself to life, and make an otherwise non-personal media into a very personal experience.

Results

Until today the movie showcasing the creative solution has over 2.9 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 %. Also, increased brand awareness within target audience by 35% and as a conceivable brand by 48%.