| Title | APP-APP-APP (HANDS OFF!) |
| Brand | ORKLA CONFECTIONERY AND SNACKS |
| Product/Service | SMASH! APPAPPAPP (CHOCOLATE BAR) |
| Category |
H01. Integrated Multi-Platform Campaign (Online & Offline) |
|
Entrant
|
PER HøJ Oslo, NORWAY
|
|
Idea Creation
|
PER HøJ Oslo, NORWAY
|
|
Production
|
ONE BIG HAPPY FAMILY Oslo, NORWAY
|
Credits
| Oeyvind Waage |
Per Høj |
Creative Director |
| Fanny Vaager |
Per Høj |
Copywriter |
| Christopher Køltzow |
Per Høj |
Developer |
| Patrik Bergfjord |
Per Høj |
Planning Director |
| Vilhelm Camillus Paus |
Per Høj |
Account Director |
| Nanna Groenli |
Per Høj |
Account Manager |
| Mads Rønold |
Per Høj |
Copywriter |
| Christoffer Rontén |
Per Høj |
Art Director and Creative |
| Per Ottar Grotle |
Orkla |
Marketing Director |
| Lise Marie Nordby Stavedal |
Orkla |
Marketing Manager |
| Anders Bjoernebye |
Orkla |
Marketing Manager |
| Mathis Fürst |
One Big Happy Family |
Director |
| Mone Mikkelsen |
One Big Happy Family |
Producer |
The Campaign
"App app app!" is what you tell people in Norway when they should keep their hands off. We took this as the name of our product. Hoping on a bit of reversed psychology to trigger the rebellious spirit in the target group. The creative idea therefor became to tell people to keep their hands off the product in as many and stupid
ways as possible.
Creative Execution
Based on the creative idea we developed:
- Online films
- A highly addictive mobile game.
- The worlds shortest radio spot
- A highly addictive facebook event
- And motion sensor triggers in stores
All telling viewers and gamers to keep their hands off the product. The campaign ran from the 6th of march to the 30th of april. Media
budget for this launch was approximately 325 000 EUR (gross)
Sales, after the campaign were 20% over the target and we are now nr 6 in the chocolate bar category.
After interviewing teens and young adults it was clear that even if this generation on the surface seem to be pretty well behaving they still had that rebellious spirit that is the core of being young, -if you tell them one thing, they will surely do the opposite. Many brands wants to change the world, we a salty, crispy chocolate brand, realized that this was not the case for us. If we would get a bit of attention from the target group (teens and young adults) it
would at maximum be because we can deliver simple, stupid pastime fun. Mobile is the primary device for the target group and this is not plattform for the long and complex, we need to be quick, to the point and fun. Based on this we set the creative challenge to be: (deliver) Simple rebellious fun.