Title | EVILSMASH |
Brand | ORKLA CONFECTIONERY & SNACKS |
Product/Service | SMASH! |
Category |
A01. Fast Moving Consumer Goods |
Entrant
|
SAATCHI & SAATCHI Oslo, NORWAY
|
Idea Creation
|
SAATCHI & SAATCHI Oslo, NORWAY
|
Credits
Oeyvind Waage |
Saatchi & Saatchi Norway |
ECD |
Fanny Vaager |
Saatchi & Saatchi Norway |
Creative |
Christopher Koeltzow |
Saatchi & Saatchi Norway |
Creative |
Sverre Midttun |
Saatchi & Saatchi Norway |
Account Director |
Vetle Gjevestad Agledahl |
Saatchi & Saatchi Norway |
Digital Producer |
Patrik Bergfjord |
Saatchi & Saatchi Norway |
Planning Director |
Linus Hjellstroem |
Saatchi & Saatchi Norway |
Art Director |
Ola Bagge Skar |
Saatchi & Saatchi Norway |
Art Director |
Joe Langdon |
Saatchi & Saatchi Norway |
Motion Designer |
Nanna Groenli |
Saatchi & Saatchi Norway |
Account Manager |
The Campaign
Given the slogan (It's impossible to have just one) is true, it would be evil to send someone just one single Smash!
We asked the audience to help us. And they were more than willing. Because they got to be bad. They could send some poor soul one single Smash! in the mail. Anonymously.
The reaction of the receiving end of such a prank would then amplify our message through social media.
Campaign Success
On adshells and Facebook we encouraged people to "Send your worst enemy one single Smash!"
smash.no was turned into an evil headquarter where all you had to do was enter a phone number and the rest was auto filled (cooperation with the postal service). Then you just pressed send and your enemy would receive a small box with one single smash and the message "Moahaha! It's impossible to have just one Smash!" inside.
The timeline for the 10000 packages was five weeks. After only three days we had to order the optioned extra 15000. These also went out quickly and after two weeks we were out.
Describe the success of the promotion with both client and consumer including some quantifiable results
41% sales increase during campaign. All year high.
Explain why the method of promotion was most relevant to the product or service
Consumer participation was the most important part of this campaign. It's about letting the audience use the product to communicate amongst themselves. Not only engaging the receiver, but also the sender.
Insight and strategy:
In our quest to find a new more contemporary role for smash! we conducted numerous focus groups with the target group (16-30), from these the following emerged:
-All recognized that it was almost impossible to stop eating once you started. Being described as "snack with a cliffhanger..."
-A lot of social pressure on the target group to do the correct and expected.
-Real pleasure comes from when you break out of these expectations.
With this as a backdrop we decided to break out of the joyous and nice language of the chocolate-category and try something new: Explore evilness.
Approach:
This campaign was of course not only about the senders and receivers of the direct mail, but for their SoMe and real life friends and for everyone else seeing the online film and adshels.
CTA:
"Send a Smash! to your worst enemy" (i.e. prank a friend)