| Title | REAL HOT DOG PRECISION |
| Brand | STATOIL FUEL & RETAIL |
| Product/Service | HOT DOGS |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
|
SMFB Oslo, NORWAY
|
|
Advertising Agency
|
SMFB Oslo, NORWAY
|
|
Production Company
|
FOLKE FILM Stockholm, SWEDEN
|
Credits
| ANDRÉ KOOT |
SMFB |
CREATIVE DIRECTOR |
| HANS MARTIN RØNNESETH |
SMFB |
CREATIVE DIRECTOR |
| TUVA DYRNES |
SMFB |
ACCOUNT MANAGER |
| CHRISTIAN STEEN |
SMFB |
ACCOUNT DIRECTOR |
| ARNAR HALDORSSON |
SMFB |
Motion Artist |
| BENJAMIN RODGERS |
SMFB |
DESIGNER |
| KRISTJAN HAUKSSON |
SMFB ENGINE |
DIGITAL STRATEGIST |
| CHRISTIAN RAAE |
SMFB ENGINE |
DIGITAL STRATEGIST |
| MARIANNE HAUKNES |
SMFB ENGINE |
SOME MANAGER |
| MICHAEL GOKSØYR |
SMFB ENGINE |
SOME MANAGER |
| FILIP NILSSON |
FOLKE FILM |
DIRECTOR |
| DANIEL ANDERSSON |
FOLKE FILM |
LINE PRODUCER |
| JOI PERSSON |
FOLKE FILM |
PRODUCER |
| JENS JANSSON |
FOLKE FILM |
DOP Lighting Cameraman |
| LARS SANDER |
PLOP |
COMPOSER |
| FREDRIK SUNDBERG |
PLOP |
COMPOSER |
The Brief
Ststoil Fuel & Retail were launching a new and improved hot dog menu. The core target group for these hot dogs are the blue collar workers who stop by for a snack in their way to and from work. We decided to approach these people in a way that could both get them engaged and make them feel appreciated as Statoil important Statoil customers.
Campaign Success
The idea was to launch the new hot dog menu in honor of the working man by paying tribute to their skills. Every little four year old boy dreams of driving an excavator, but not all of us end up doing it. So we decided to find one of the best and have him show off his skills on a hot dog. We figured it would catch the eye of other people in similar occupations and we hoped it would impress everyone else as well.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Mirror (UK) picked it up and it really started to pick up when Mashable ran a story, the film being a top trending topic on that channel. Soon we saw media like Boston.com, CBS News and AOL, followed by hundreds of other channels worldwide including their core markets such as Norway, USA, Sweden, Russia, China and more. Thousands of Tweets done by users with small to millions of followers and at other social media such as Reddit you could find hundreds of great comments. Sales figures are currently under development, but Statoil Sweden has reported a 40% sales increase.
Explain why the method of promotion was most relevant to the product or service
This film has been a viral success, using a fun and engaging idea to promote hot dogs directly to the very people who are most likely to buy hot dogs at Statoil every day.