Title	FUTURE FRIES: TASTE THE FUTURE
Brand	SIBYLLA
Product/Service	FUTURE FRIES
Category	C04. Travel, Leisure & Retail (incl. e-commerce & restaurants)
Entrant Company	VOLT Stockholm, SWEDEN
Advertising Agency	VOLT Stockholm, SWEDEN

Name	Company	Position
Katja Janford	Volt	Copywriter
Lina Brunzell	Volt	Art Director
Petter Nylind	Volt	Copywriter
Jörgen Berglund	Volt	Art Director
Cecilia Besserer	Volt	Planner
Magnus Tengzelius	Volt	Project Manager
Susanna Svedjeholm	Volt	Production Manager
Daniel Eriksson	Volt	Final Art
Tomas Lilja	Volt	Junior Planner
Kristoffer Wernald	Volt	Copy Assistant
Staffan Kjellvestad	Volt	Photographer
Tora Löf	Volt	Intern
Vivian Eklöf	Universums Källa	Psychic

The Brief

Our mission was to make people discover and taste the new Future Fries. But with a very limited budget. So to compete with the fast-food giants, we had to engage our customers to reach beyond bought media. The solution was to activate Sibyllas customers and make them part of our campaign by offering them a unique and personal experience, and make them tell their followers on Instagram about Future Fries. The goal was set to 500 posts on Instagram, gain followers to Sibyllas account and, of course, sell some fries.

Campaign Success

The new fries made a guest appearance during November 2014. If the customers liked them, they'll be back in 2015. So basically, they paid a visit from the future. And since they was from the future, we figured they might be able to tell Sibyllas customers something about their own future? Said and done, we contacted psychic Vivian Eklöf to make it happen. The set up was simple: You just had to buy a box of Future Fries, spill them out onto the tray, snap a picture and upload it to Instagram. In 24 hours, Vivian read your future from your fries, and posted her prophecy as a comment on your Instagram. Posters and trays told customers about the campaign in the restaurants, and a trailer and instruction film did the job on Sibyllas social media channels.

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

Over 1000 prophecies were written under the hashtag #futurefries on Instagram A 100% above the campaign goal. The hashtag gained more than 38 000 likes and reached more than 1,1 million Instagram-users. Sibyllas followers on Instagram grew with 1533%! The sales in Sibylla restaurants increased with up to 35%, compared to the same period last year. And last but not least, the Future Fries made their comeback in March 2015...now they're back for good. In addition from Swedish media, sites like Trendhunter, Global Innovation Reports and Creative Guerilla Marketing wrote about the campaign, which also gained attention from both food and ad-bloggers from Korea, Thailand and Japan via Europe to both north and south America. And last but not least, Vivian was able to raise her tariff from 300 to 700 Swedish crowns per hour.

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

Sibylla is a small player on the Swedish fast food market, which is dominated by the giants McDonald's, Max and Burger King, all with big budgets and a constant advertising presence. Since Sibyllas budget isn’t at level with their competitors, we had to find other ways to tell Sweden about the new fries making a guest appearance in the restaurants. By offering everyone who bought the brand new Future Fries a glimpse of their own destiny, we made people try the fries and spread the news (and pictures of the good looking fries), and also engage their friends and followers in the new fries and their unexpected abilities. Customers were invited to pour their fries out onto their tray and upload a photo to Instagram using the hashtag #futurefries. Then popular psychic Vivian Eklöf told each customer’s fortune by reading their fries. Each post was replied to within one day.