Winners & Shortlists

2014 Promo & Activation

BLOWING IN THE WIND

Bronze Eurobest

Case Film

Presentation Board

TitleBLOWING IN THE WIND
BrandAPOTEK HJÄRTAT
Product/ServiceAPOLOSOPHY
Category A02. USE OF EXHIBITIONS AND INSTALLATIONS
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
Name Company Position
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 Broman Åkestam Holst Graphic Designer
Nisse Axman Åkestam Holst Motion Designer
Anne/Lie Karl Åkestam Holst Studio Assistant
Elisabeth Frang Söderberg Agentur Photography
Fredrik Kullberg Apotek Hjärtat Advertiser Supervisor

The Brief

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. 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.

Describe how the promotion developed from concept to implementation

To reach the objectives focus was set on of the products within the Apolosophy product line, namely haircare products. The reasoning behind the decision was that haircare products has the lowest trial threshold of all Apolosophy products since it is the product with the highest purchase frequency, and by focusing on one product we increased the distinctiveness of the campaign. Since we knew that haircare products are bought to give life to ones hair we decided that the creative solution should be to bring the advertisement itself to life.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 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%.

Explain why the method of promotion was most relevant to the product or service

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. To increase reach a movie was shot showing the creative solution, and peoples reactions to it.