| Title | BIRTHDAY BALLOON XXL |
| Brand | SOLO |
| Product/Service | SODA |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
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Entrant Company
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TRY/APT/POL Oslo, NORWAY
|
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Advertising Agency
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TRY/APT/POL Oslo, NORWAY
|
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Media Agency
|
OMD NORWAY Oslo, NORWAY
|
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Production Company
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ANTI Oslo, NORWAY
|
Credits
| Øystein Halvorsen |
TRY/Apt/POL |
Copywriter |
| Bjørnar Buxrud |
TRY/Apt/POL |
Copywriter |
| Karin Lund |
TRY/Apt/POL |
Ad |
| Dennis Tönnkvist |
TRY/Apt/POL |
Ad |
| Torkild Jarnholt |
TRY/Apt/POL |
Copywriter |
| Linda Kling |
TRY/Apt/POL |
Account Supervisor |
| Cecilie Thue |
TRY/Apt/POL |
Account Manager |
| Linda Tillier |
TRY/Apt/POL |
Project Manager |
| Simen Lysebo |
TRY/Apt/POL |
Flash Developer |
| Chrisopher Aalholm |
TRY/Apt/POL |
Flash Developer |
| Rickard Roslund |
TRY/Apt/POL |
Designer |
| Thomas Bråten |
TRY/Apt/POL |
Desogmer |
| Niels Windfeldt |
Antimedia |
Director |
| Andreas Braaten |
Antimedia |
Producer |
| Magnus Thulin |
Rabagast |
Line Producer |
| Jcp |
Jcp |
Event Coordinator |
| George Lundberg |
|
Air Ballon Consultant |
Results and Effectiveness
A lot of attention. Over 110 000 stories shared in social media. 300.000 unique visitors at solo.no and 50.000 people cried out for a visit.
Campaign awareness: 87%
Volume sales: + 5,4% (volume share: 1pp).
Top of mind: 9% (+6 percentage points)!
Solo was after the campaign the No1 brand in category orange soft drink and also No1 in non-cola ahead of Fanta. The campaign has increased purchase probability and popularity to the brand, and Solo, with Coca Cola Zero, are the only brands that has increases the sales in a soda market in decline.
Creative Execution
We started with a TVC. Combining a live event in Barcelona where we test drove the balloon and delivered soda to the people there. In the TVC we encouraged fans in Norway to sign up for visits at the homepage. Then we started the phase with banner ads, boards, web films, SoMe, etc to get more people to react now. And it goes without saying that it was a pretty intense sampling campaign as we went out on the road, or more precisely: up in the air.
Insights, Strategy and the Idea
- The objectives were to reactivate the brand and make it more popular. And in the end sell more soda.
- Solo is the national soft drink in Norway. People like the taste, but find the brand a bit boring. The client wanted to reengage the fans – and throw a big birthday party. Something that would open the eyes of the target group.
- We needed something more than a traditional campaign. We needed to create our own media. And since we had a birthday, it was obvious we needed a balloon. It became our medium.