| Title | THE FOREPLAY |
| Brand | EDRINGTON SWEDEN |
| Product/Service | ALCOHOLIC BEVERAGE |
| Category |
A03. Brand or Product Integration into an existing programme or platform |
|
Entrant Company
|
MTG Stockholm, SWEDEN
|
|
Contributing Company
|
MTG Stockholm, SWEDEN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
|
|
Production Company
|
MASTIFF Stockholm, SWEDEN
|
Credits
| Fredrik Asp |
Mtg Tv |
Creative Sales |
| Mikael Sundlin |
Mtg Tv |
Analysis |
| Sara Uddståhl |
Mtg Tv |
Account Manager |
| Rebecca Madani |
Mtg Tv |
Project Leader |
| Johan Wennberg |
Mtg Tv |
Executive Producer |
| Michelle Bauman |
Mtg Tv |
Pr |
| Jessica Grünwald |
Mtg Tv |
Online |
| Emma Södrén |
Mtg Tv |
Social Media |
| Joakim Leijon |
Edrington Sweden |
Marketing Director |
| Nicole Gilek |
Edrington Sweden |
Brand Manager Sourz |
| Joakim Kempff |
Starcom Stockholm |
Creative Sales |
| Sophie Palmlund |
Starcom Stockholm |
Account Manager |
| Kajsa Glansén |
Mastiff |
Development |
| Miranda Kroge |
Mastiff |
Development |
| Kristofer Bernhardtz |
Mastiff |
Producer |
The Campaign
The liqueur brand Sourz had the challenge to reach their young and ad avoidant consumers on a market strictly regulated concerning advertising alcoholic beverages. The objective was merely to sell more Sourz through Systembolaget, the only retailer that is allowed to sell alcoholic beverages in Sweden.
Sourz teamed up with Paradise Hotel, a reality competition show that has become a cultural phenomenon. It is so popular more people audition to the show than applies to teacher’s college in Sweden.
Two attractive participants from an earlier season of Paradise Hotel were recruited as hosts. Their job was finding youngsters that would qualify for the fall season of the show, aiming at a broad representation of familiar personalities the target group could identify with.
The series was launched in, the season for parties, exclusively online on TV3 Play. To associate Sourz with the attractive characters and well known situations, in order to enhance preferred behavior, the cast were drinking shots in both peculiar and straightforward ways.
Episodes were released twice a week, repeatedly reminding viewers of situations and scenes they would recognize. All content reinforced the emotional context for the brand and the fun in doing shots with your friends.
PR created 334 articles and clips in traditional media and exceeded the goals tenfold.
Promotion led to 140 000 starts of the first program. Half way through the campaign the ten episodes have been watched 810 000 times = 81% of the goal.
Sales at Systembolaget raised with 49 per cent compared to the same period last year – without any call to action or distinct messages at all.
The liqueur brand Sourz wanted to make their young and ad avoidant consumers behave in a preferred way, in a market strictly regulated in advertising alcoholic beverages. To succeed Sourz took its brand into a short form program of a popular TV-series. Navigation along a Roadmap to Emotional Effectiveness secured the emotional impact. That surpassed the objectives without using any call to action or any distinct messages that marks traditional advertising.
This was accomplished by using a number of emotional applications, characteristics that make advertisement meaningful and at the same time functions as creative people’s building blocks in making efficient communication. Portraying familiar characters of a related or acquainted kind, resembling a situation or environment the recipient may be in, containing attractive people and also illustrating how other people act or think are four examples of such emotional applications that was designed to connect with the brand.