B01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
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.