| Title | STARS OF TOMORROW |
| Brand | SCA HYGIENE PRODUCTS AB - LIBERO |
| Product/Service | DIAPERS |
| Category |
A01. Fast Moving Consumer Goods |
|
Entrant
|
MOMENTUM Gothenburg, SWEDEN
|
|
Idea Creation
|
MOMENTUM Gothenburg, SWEDEN
|
Credits
| Markus Näslund |
Momentum |
Creative Director |
| Annsofie Antoncic |
Momentum |
Art Director |
| Anders Collin |
Momentum |
Account Director |
| Fia Erixon |
Momentum |
Copywriter |
| Daniel Wallin |
Momentum |
Copywriter |
| Dan Holmgren |
Momentum |
AD-assistent |
| Katrin Hamp |
Momentum |
Account Manager |
| Tobias Bergman |
Folke Film |
Director |
| Carl Linder |
Folke Film |
Producer |
| Christian Haag |
Folke Film |
Photographer |
| Fredrik Sundberg |
Plop |
Sound |
| Lasse Sander |
Plop |
Music |
| Swiss International |
Swiss International |
Postproduction |
| Camilla Svensson |
Libero |
Marketing Manager |
| Lars Sjögrell |
Perspective Communication |
PR-consultant |
| Anna Hermansson |
Perspective Communication |
PR Account Manager |
The Campaign
Few things engage people as much as football. Besides possibly children. Combining the two should be a watertight game strategy. In connection with the Libero limited edition football collection - with country-specific packs and diapers – small national team suits were designed so that parents could get them for their own little supporters. And of course then show off their very own football star in social media. In the film "Stars of Tomorrow" - a tribute to all the epic football films out there - Libero let the children be featured as the stars; just as they imagine they are when they play at home. In their own backyards they all are Zlatan, Messi and Ronaldo.
Campaign Success
Libero’s limited edition football collection was launched in Sweden, Norway, Finland and Denmark in may 19th, three weeks before the kickoff of the UEFA Euro 2016. The in-store campaign was supported by a massive investment in social media, featuring the film "Stars of Tomorrow". Famous bloggers, including Princess Madeleine of Sweden, got special designed boxes with the limited edition diapers and national team suits.
The hype around the image of Swedish Prince Nicolas in Libero football outfit was picked up by the media as well as shared a lot in social media. The entire campaign lasted between May and July 2016.
Describe the success of the promotion with both client and consumer including some quantifiable results
See confidential information for details.
Explain why the method of promotion was most relevant to the product or service
Parents love to share pictures of their beloved babies. And as Libero made a limited edition football collection with country specific diapers and packaging including specially designed national team suits – sharing this in social media and thereby promoting Libero’s collection was key to the success of this campaign.
Libero's target audience are parents-to-be and parents with young children (diaper age). Libero have historically made several successful limited editions that have been hugely popular and appreciated. The limited editions is a part of a long-term loyalty building and sales generating differentiation of Libero. This time Libero made their limited editions country specific – in Finland you got the finnish football team colors and design, in Denmark the danish, in Norway the Norwegian and in Sweden the Swedish colors; making this Libero's most custom made limited edition ever.