| Title | THE PAYBACK |
| Brand | LINDAHLS |
| Product/Service | QUARK |
| Category |
C02. MICROSITE |
|
Entrant Company
|
ORD&BILD Karlstad, SWEDEN
|
|
Advertising Agency
|
ORD&BILD Karlstad, SWEDEN
|
Credits
| Per Andersson |
Ord/Bild |
Account Manager |
| Niclas Fors |
Ord/Bild |
Creative Director |
| Åsa Klarén |
Ord/Bild |
Art Director |
| Rolf Harju |
Ord/Bild |
Copywriter |
| Mikael Nilsson |
Ord/Bild |
Interactive Designer |
| John Svensson |
Ord/Bild |
Web Developer |
| Stefan Ledin |
Ord/Bild |
Web Developer |
| Fredrik Nilsson |
Ord/Bild |
Designer/Front/End Developer |
| Mattias Wahlberg |
Ord/Bild |
Graphic Designer |
| Malin Lundquist |
Ord/Bild |
Production Manager |
| Mikael Jansson |
Ord/Bild |
Designer |
| Christian Edwertz |
Ord/Bild |
Digital Strategist |
| Jenny Lundell |
Lindahls |
Marketing Manager |
Creative Execution
As far as we know, this was the first campaign using RunKeeper connect. After getting approval from RunKeeper, about using there API, we lunched the campaign using PR, Facebook and banner ads.
– More than 50 000 swedes visited the campaign site
– Social media reach + 1 000 000
Quark is a dairy product, rich in protein but low in callories making it the perfect snack for people who are serious about there exercise. The insight was that our target audience (athletic consumers) always are up for a challenge. Based on that insight our strategy was to build our campaign on a challenge that could engage our target audience in a relevant way. The idea was a campaign rewarding those who work for it. Literally. Using there RunKeeper account participants logged in to the campain site ”The Payback” to receve a gift certificate for some free quark. The more logged workout sessions they had from the last week, the more quark they received.