| Title | BLOWING IN THE WIND |
| Brand | APOTEK HJÄRTAT |
| Product/Service | APOLOSOPHY |
| Category |
C01. USE OF DIGITAL IN A PR CAMPAIGN |
|
Entrant Company
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Advertising Agency
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
|
|
Production Company
|
STOPP/FAMILY Stockholm, SWEDEN
|
Credits
| Andreas Ullenius |
Åkestam Holst |
Creative Director |
| Lars Baecklund |
Åkestam Holst |
Art Director |
| Mariette Glodeck |
Åkestam Holst |
Copywriter |
| Sara Clewemar |
Åkestam Holst |
Account Director |
| Jennie Strinnhed |
Åkestam Holst |
Account Manager |
| Sofia Swedenborg |
Åkestam Holst |
Digital Producer |
| Patrik Karlsson |
Åkestam Holst |
Planner |
| Lotta Person |
Åkestam Holst |
Graphic Designer |
| Jens Sjöbergh |
Åkestam Holst |
Digital Designer |
| Nisse Axman |
Åkestam Holst |
Motion Designer |
| Anne/Lie Karl |
Åkestam Holst |
Studio Assistant |
| Elisabeth Frang |
Söderberg Agentur |
Photography |
| Fredrik Kullberg |
Apotek Hjärtat |
Advertiser's Supervisor |
The Campaign
Our brief was to to introduce a new line of hair products by the pharmacy Apotek Hjärtat.
We decided to give the subway commuters in Stockholm a bit of a surprise, so we equipped the digital screens on the platform with ultra sonic sensors smart little devices that abled us to monitor the train's arrival. Upon arrival the short filmclip on the screen changed, from beauty pic to hair blowing in the wind. A schampoo truly bringing hair to life.
We made a short movie that was showcasing the media solution, and peoples reaction to it, and released it online to help spread the campaign message.
Until today the movie showcasing the creative solution has over 2.9 million unique views in 190 countries. All this without any mediaspend to promote the video. Instead, media outlets such as CNN, CBS, TIME, MASHABLE, HUFFINGTON POST and GIZMODO all wrote about the campaign.
The Brief
Objectives of a product launch campaign is to raise awareness, create recall of the brand behind the products, and create an urge to try them. The campaign was targeted at existing customers, and competitors customers. The idea behind the campaign was to prove to people that Apolosophy hairproducts are like no other brand when it comes to bringing your hair to life.
Results
Until today the movie showcasing the creative solution has over 2.5 million unique views in 190 countries. All this without any mediaspend to promote the video. Instead, media outlets such as CNN, CBS, TIME, MASHABLE, HUFFINGTON POST and GIZMODO all wrote about the campaign. The hype that was created helped Apotek Hjärtat, despite the small budget to reach out to the target audience, to beat the sales target with as much as 40 %. Also, increased brand awareness within target audience by 35% and as a conceivable brand by 48%.
Execution
We have all felt the windgust as a train enters the station, and also how that gush of air makes our hair come to life. That insight was what the media team built their solution on when deciding to use ClearChannels digital screens to communicate Apolosophys haircare products. The digital screen on one of Stockholms subway platforms where adapted to react to trains entering the station and create an illusion that the models hair blew in the wind because of the windgust from the train. Resulting in a creative solution that not only communicated the product benefit, but pushed the media to where it had not gone before. During the first day of the campaign a short movie was shot showcasing the media solution, and peoples reaction to it, to help spread the campaign message.
The Situation
Apotek Hjärtat (Swedens largest private pharmacy) launched, at the beginning of 2014, a new line of products under the name Apolosophy. Apolosophy was launched as a way to raise consideration for Apotek Hjärtat as a brand and increase traffic to stores by offering products that historically has not been promoted at pharmacies in Sweden, namely a more premium range of products within beauty care.
The Strategy
One big challenge of the campaign was the relatively small budget considering the objectives. So, by pushing ClearChannels digital screens to heights never seen before, making the screen on the subway platform come to life when the subway entered the platform, we had a creative solution that not only emphasized the most important aspect of our haircare products, that they make your hair come to life, but also with enough uniqueness to have the potential to become a viral phenomenon.