| Title | THE FOREPLAY |
| Brand | EDRINGTON SWEDEN |
| Product/Service | ALCOHOLIC BEVERAGE |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
MTG Stockholm, SWEDEN
|
|
Advertising Agency
|
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 |
Brief Explanation
The liqueur brand Sourz set out with a tricky task - to make their young and ad avoidant consumers behave in a preferred way without call to action or any distinct messages at all.
“The Foreplay”, a short form program was created and implemented in an advertiser financed program process. Navigation along Indikat Emotional’s roadmap to emotional effectiveness - based on Daniel Kahneman’s scientific findings - secured the emotional impact they were looking for.
This opened up a way for Sourz to connect with their audience on a market that ban advertising.
Results and Effectiveness
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 raised with 49 percent compared to the same period last year – without any call to action or distinct messages at all.
Creative Execution
Two attractive participants from an earlier season of Paradise Hotel were recruited as hosts. Their job was finding youngsters that would qualify for the show, aiming at broad representation of familiar personalities the target group could identify with.
Promos, pr, clips, Instagram and Facebook, was focused on fun clips and pictures that highlighted the emotions connected to Sourz.
The series was launched in the season for parties, exclusively 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.
Insights, Strategy and the Idea
Sourz, have been a spirits brand overlooked by the young target audience, a fun-seeking party generation. They have a need to express themselves and an urge to be famous and wallow in luxury, relationships and drama.
Due to Swedish legislation alcoholic brands only do BTL or no advertising at all.
How to connect with this audience in a fun way going beyond the norms of alcoholic advertising? The answer was teaming up with Paradise Hotel, a reality competition show. PH is a cultural phenomenon, so popular more people audition to the show than applies to teacher’s college in Sweden.