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

Name	Company	Position
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)