| Title | THE FRESH SQUAD |
| Brand | Q MEIERIENE |
| Product/Service | Q SJOKOMELK |
| Category |
B01. FAST MOVING CONSUMER GOODS |
|
Entrant Company
|
MK NORWAY Oslo, NORWAY
|
|
Advertising Agency
|
MK NORWAY Oslo, NORWAY
|
|
Media Agency
|
STARCOM Oslo, NORWAY
|
|
Production Company
|
ANTI Oslo, NORWAY
|
Credits
| Armando Zuniga |
MK Norway |
Creative Director |
| Armando Zuniga |
MK Norway |
Copywriter |
| Jens Gundersen |
MK Norway |
Art Director |
| Øystein Vik |
MK Norway |
Art Director |
| Meghan Beaton |
MK Norway |
Agency Producer |
| Svein Roger Selle |
MK Norway |
Account Director |
Results and Effectiveness
After two days, our kickstart video got over 100,000 views and 200 messages. Once we chose some, deliver and documented the experiences, we posted them and got over 250,000 views all videos combined, 3,000 new fans and 20% likes in less than a month.
6M NOK out of the stores August 2014 – All time high.
24% increase from the month before.
Total market increase 19%. Q sjokomelk increases 24% at the same time.
26,5% volume increase.
Click rate on Facebook. 5,94% (Average is 1-2%)
38% total awareness in the target group (normal around 20% in digital campaigns).
Creative Execution
-We knew we needed to be smart at implementing the idea/concept and that TV, Radio or a huge outdoor campaign were not going to give us the reach we were aiming for (because of budget, time etc). We kickstarted it with an outdoor live stunt that would serve more as a springboard to create viral material and use the reach of social media to engage with the audience. Lastly, we would deliver a brand experience. We needed to make our audience a part of the experience rather than only observers.
-A live stunt documented and used as our first viral video got us immediate reaction on social media. Then we set out to deliver live experiences to the audience engaging with them in a more direct way and then brought those experiences back to social media to keep the flow of communication going between brand and consumers.
Insights, Strategy and the Idea
- We needed to communicate that our Chocolate milk is the best taste in Norway because it is made with fresh milk (Non ultra heat-treated milk, also called UHT). At the same time, we needed to increase sales during summer time period (late july-August).
- Our main target audience is teens ranging on ages from 15-18. They have always seen the brand as fun and young, but have started to feel like the brand is not understanding them that well any more.
-They like to know they are being understood and that who is talking to them is as cool as they are.
-We created a direct dialogue between the brand and consumers, brought them closer to us, kept them engaged and last but not least, we increased sales and awareness considerably in a short period of time.