| Title | SHOT IT, GOT IT! |
| Brand | ÅHLÉNS |
| Product/Service | RETAIL STORE |
| Category |
A07. SOCIAL FOR MOBILE |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Agency
|
MINDSHARE Stockholm, SWEDEN
|
|
Production Company
|
SNASK Stockholm, SWEDEN
|
Credits
| Susanna Glenndahl Thorslund |
Forsman/Bodenfors |
Account Supervisor |
| Sara Kling |
Forsman/Bodenfors |
Account Manager |
| Silla Levin |
Forsman/Bodenfors |
Art Director |
| Pontus Levahn |
Forsman/Bodenfors |
Copywriter |
| Ellinor Bjarnolf |
Forsman/Bodenfors |
Designer |
| Kalle Wettre |
Frilans |
Film Producer |
Creative Execution
In three different Instagram videos, one for each category, products flashed by in high speed. If you were fast enough to capture an item in a screenshot, you got it at half-price. To collect your discount, you just posted your screenshot with the campaign hashtag and showed it at the cash register. This way the old fashioned coupon became something new and engaging, and got the youngsters to visit the store.
Nearly 5000 people posted screenshots of Åhléns’ products and automatically promoted the collection to all their followers. Åhléns Instagram followers increased with 29%. Click through-rate was 8,9% (average 3,36%), 83,11% of the viewers watched the complete videos and share rate on Facebook was 1,67% (average 0,6%).
Åhléns is Sweden’s largest chain of department store, selling everything from fashion and home decor to beauty products. They are well-known and frequently visited by Swedish women between the ages of 30-65.
Now they wanted to spread the word about their summer collection to younger audience and get them to visit the store. This with a very small media budget.
So we turned to a free platform where we could find them – Instagram – and created a game only using stop motion videos and the popular screenshot function on smartphones.