Winners & Shortlists

ONICO - ARE YOU READY FOR THE FLUOR?

TitleONICO - ARE YOU READY FOR THE FLUOR?
BrandSWEDISH MATCH
Product/ServiceA NON-TOBACCO SNUFF PRODUCT
Category I01. INTEGRATED MULTI-PLATFORM CAMPAIGN
Entrant Company SPINN ACTION MARKETING Stockholm, SWEDEN
Advertising Agency SPINN ACTION MARKETING Stockholm, SWEDEN
Media Agency STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
Production Company COLONY Stockholm, SWEDEN
Credits
Name Company Position
Mattias Wallin Spinn Action Marketing Client Service Director
Christoffer Törnblom Spinn Action Marketing Copywriter
Mattias Ekström Spinn Action Marketing Art Director
Mats Malmqvist Spinn Action Marketing Creative Director
Andreas Helgeström Spinn Action Marketing Account Manager
Joel Folkesson Spinn Action Marketing Graphic Designer
Tony Svedin Spinn Action Marketing Production Designer
Jenny Serneholt Colony Agency Production Agency Producer
Filip Nilsson Folke Film Director
Erick Lundqvist Folke Film Producer

Creative Execution

First we wrote a 90’s euro disco song called “Are you ready for the fluor?” and invented a flamboyant artist called Helmuth. We then started a YouTube channel where we released the song and an official music video. The song was also aired on Spotify and promoted through banner and true view ads with Onico as a very discreet sender. Two weeks later, the campaign was extended with a TV spot with the actual product as the sender, along with outdoor and banners using the song title and other play-on-words typical expressions from the euro disco era.

After the first two weeks the music video had reached over 200 000 views on YouTube (in a target market of approximately one million snus users). Another four weeks later (after the media launch) the hype was a fact and our YouTube channel had reached more than 600 000 views, hundreds of comments and shares in social medias – all in all resulting in great awareness and a screaming "YES!" to our and Onico's question: Are you ready for the fluor?

Last winter Onico decided to add fluoride to one of its products, Onico Peppermint, to offer its consumers even more bang for the buck: the same great feeling and taste – AND healthier teeth. Our mission was to inform consumers about the change and create a wider interest about the improved product – without raising questions whether other products from Onico caused bad dental health (which they're not). Our first insight was to focus solely on the new feature and not the benefits of it. We also knew that humor had worked really well in Onico's earlier campaigns. Realizing that fluor (Swedish word for fluoride) and floor, as in dance floor, sound exactly the same, an idea was born. Targeting men and women, age 30+, we would bring back the 90’s euro disco era, as this is a genre that they all hate-to-love.