| Title | THE FRESH SQUAD |
| Brand | Q MEIERIENE |
| Product/Service | Q SJOKOMELK |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
MK NORWAY Oslo, NORWAY
|
|
Advertising Agency
|
MK NORWAY Oslo, NORWAY
|
|
Production Company
|
ANTI Oslo, NORWAY
|
Credits
| Armando Zuniga |
MK Norway |
Creative Director |
| Armando Zuniga |
MK Norway |
Copywriter |
| Jens Gundersen |
MK Norway |
Art Director |
| Øystein Vik |
MK Norway |
Art Director |
| Meghan Beaton |
MK Norway |
Agency Producer |
| Svein Roger Selle |
MK Norway |
Account Director |
The Brief
We needed to communicate that our Chocolate milk is the best taste in Norway because it is made with fresh milk (Non ultra heat-treated milk, also called UHT). At the same time, we needed to increase sales during summer time period (late july-August) and make people sample the product in a creative way. For this, we created the concept "Life Tastes Better Fresh" and along with it "The Fresh Squad". We wanted to tiring our consumers closer to the brand through making them a part of unique experiences. Important to mention that our budget was considerably low.
Describe how the promotion developed from concept to implementation
We knew we needed to be smart at implementing the idea/concept and that TV, Radio or a huge outdoor campaign were not going to give us the reach we were aiming for (because of budget, time etc). So, we kickstarted it with an outdoor live stunt that would serve more as a springboard to create viral material and then use the reach of social media to engage with the audience. Lastly, we would deliver a brand experience. We needed to make our audience a part of the experience rather than having them as observers.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our first live stunt viral video got over 100,000 views and 200 messages in only two days. After we performed and posted stunts out of some messages, we got over 250,000 views all videos combined, generated 3000 new fans and increased 20% of likes in less than a month.
6M NOK out of stores August 2014 – All time high.
24% increase from the month before.
Total market increase 19%. Q sjokomelk increases 24% at the same time.
26,5% volume increase.
Click rate on Facebook. 5,94%. (Average is 1-2%)
38% total target group awareness (normal around 20% on digital campaigns).
Explain why the method of promotion was most relevant to the product or service
Our main target audience is teens ranging on ages from 15-18. They have always seen the brand as fun and young, but had started to feel like the brand is not understanding them that well anymore.
With our "Life Tastes Better Fresh" campaign, we created a direct dialogue between the brand and consumers, brought them closer to us, kept them engaged and last but not least, we increased sales and awareness considerably in a short period of time.