| Title | NIGHT HIKING |
| Brand | FREIA/MONDELÉZ NORWAY |
| Product/Service | KVIKK LUNSJ DARK |
| Category |
D04. Brand Installation & Experience |
|
Entrant
|
SMFB Oslo, NORWAY
|
|
Idea Creation
|
SMFB Oslo, NORWAY
|
|
Production
|
STUDIO INDUSTRIES Oslo, NORWAY
|
|
Production 2
|
THE DIRECTORY Oslo, NORWAY
|
Credits
| Torstein Drogseth |
SMFB |
Account Director |
| Per Erik Jarl |
SMFB |
Art Director |
| Christian Hygen |
SMFB |
Copywriter |
| Thea Tovshus |
SMFB |
Art Director |
| Christian Lindvik |
SMFB |
Copywriter |
| Vibeke Wiedswang |
SMFB |
Account Manager |
| Magnus Snickars |
SMFB |
Graphic Designer |
| Pål Laukli |
The Directory |
Film Director |
| Melissa Larsen |
Studio Industries |
Light Artist |
| Arnar Haldorsson |
SMFB |
Motion Designer |
The Campaign
We invited Norwegians to participate in a unique hiking experience. A darker hiking experience. A walk through thick forest after nightfall, highlighting the natural beauty and mysteries in a way people of all ages would have memories for life.
For this to happen we made a trail of light going through the forest, using 45 0000 led diods. Custom light elements and installations for different areas of the trail gave a multi-sensory experience for the participants.
At the starting point of the trail, the participants got led-lights with the iconic Kvikk Lunch-colors attached to their clothes. Capturing the participants on hi-speed camera gave the impression that they colored the dark night with the iconic Kvikk Lunch-colors.
Creative Execution
Our focus was on how to twist the fundamental Norwegian hiking experience to something out of the ordinary, and connect with the hiker in a new and unecspected way.
The trail: A crooked narrow trail through a thick forest. The area so special that these days it is protected by the forest law, under paragraph 11 “fairytale forest. 45 000 led diods was used to light up the trail just enough to guide hikers through the forest.
The destination: Dølerud. A very old smallholding during the 17th century, where we met the night-hikers with a field of light, created out of a 1500m of light wires. Controlled by computers and special lighting hardware.
The hikers:All the night-hikers got led lights with the icon Kvikk Lunch-colors attached to their clothes. When caught on hi-speed camera, they "painted" the Kvikk Lunch-colors on the trail, completing the branding experience of Kvikk Lunch Dark.
Indication of how successful the outcome was in the market
This is an ongoing campaign until 15.11.2016, and results are not yet analyzed.
75 % of all Kvikk Lunch sales comes in winter, with a peak in Easter. To grow, Kvikk Lunsj needs to expand its usage outside the winter season. The launch of Kvikk Lunch Dark was a key initiative to increase penetration in the "green season".
The brand's role has always been to inspire people to explore nature, with Kvikk Lunch in their back pack. To raise awareness and trial of the new product, and inspire people to hike in the autumn - we wanted to show a different side of nature, as unique and interesting as the new edition chocolate.
Midway through the campaign we invited consumers for an exclusive hike, in cooperation with longtime brand partner The Norwegian Trekking Association.
We targeted brand fans and hiking interested first, before aiming for maximum reach in social media, online video and outdoor.