Title	FJÄLLFIL SNOWBALLS
Brand	NORRMEJERIER
Product/Service	DIARY PRODUCT
Category	A05. USE OF AMBIENT MEDIA: LARGE SCALE
Entrant Company	DOE BLOMBERG GOTTBERG Stockholm, SWEDEN
Advertising Agency	DOE BLOMBERG GOTTBERG Stockholm, SWEDEN

Name	Company	Position
Doe Blomberg Gottberg	Doe Blomberg Gottberg	Doe Blomberg Gottberg

Results and Effectiveness

Our goal was to activate 20% of the skiers during the campaign, but by the end we managed to get a whopping 70% participation rate out of everybody visiting the ski-resort. Every day the visitors managed to add the maximum time - one hour to their night skiing - despite the fact that they were limited to only add a measly 1-3 seconds per hit. Also, we believe that our initiative managed to break the record for Most Snowballs Thrown During an Advertising Campaign with our activity generating more than 100 000 snowballs.

Creative Execution

We worked alongside the staff members responsible for constructing each component of the activity, and we began working together at an early stage in the process. From the day the idea was finalized, we checked in with each other at regular intervals right through to the end of the campaign. We knew that we wanted to focus solely on the visitors of the resorts and therefore we created a small communications loop on location. The units themselves complemented each other by encouraging activity and reporting results on one billboard, and letting our other one host the activity itself and inspiring interaction.

Insights, Strategy and the Idea

The Fjällfil (sour milk of the mountains) brand is founded on the notion of “Giving people more of the mountains.” This is exactly what we did during February/March break - a time when many Swedish families head to the ski slopes - by extending the opening time of the slope. Let´s change the boring time spent in the ski-lift into an amusing journey towards longer ski-slope opening hours. The desired effect of our activity is for consumers to interact whit the brand and make Fjällfil to a pice of conversation, and to foster even a stronger bond with our existing ambassadors and the new ones created by the campaign.