| Title | BIRTHDAY BALLOON XXL |
| Brand | SOLO |
| Product/Service | SODA |
| Category |
B01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
OMD NORWAY Oslo, NORWAY
|
|
Production Company
|
ANTI Oslo, NORWAY
|
Credits
| Øystein Halvorsen |
TRY/Apt/POL |
Copywriter |
| Bjørnar Buxrud |
TRY/Apt/POL |
Copywriter |
| Karin Lund |
TRY/Apt/POL |
Ad |
| Torkild Jarnholt |
TRY/Apt/POL |
Copywriter |
| Dennis Tönnkvist |
TRY/Apt/POL |
Ad |
| Linda Kling |
TRY/Apt/POL |
Account Supervisor |
| Cecilie Thue |
TRY/Apt/POL |
Account Manager |
| Linda Tillier |
TRY/Apt/POL |
Project Manager |
| Niels Windfeldt |
Antimedia |
Director |
| Andreas Braaten |
Antimedia |
Producer |
| Magnus Thulin |
Rabagast |
Line Producer |
| Simen Lysebo |
TRY/Apt/POL |
Flash Developer |
| Chrisopher Aalholm |
TRY/Apt/POL |
Flash Developer |
| Rickard Roslund |
TRY/Apt/POL |
Designer |
| George Lundberg |
|
Air Ballon Consultant |
| Jcp |
Jcp |
Event Coordinator |
The Brief
- 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.
Describe how the promotion developed from concept to implementation
We created the world´s biggest birthday balloon and invited people to the party. People could go online and wish for a visit. And if they saw it, they could try to make it land with their mobile.
Our goal was to activate the fans, and especially the young ones.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Solo is celebrating it´s 80th birthday this year. And what is more appropriate than a birthday balloon, a really big one.
in Norway it is not only the soda itself that is popular. Also the different effects (caps, t-shirts, sunglasses, etc) are very attractive. A highflying birthday balloon full of gifts were therefor very welcome...
And the shape of the balloon? Very relevant...