2017 Promo & Activation

SUPERHEROES

TitleSUPERHEROES
BrandESSITY
Product/ServiceLIBERO / DIAPERS
Category A01. Fast Moving Consumer Goods
Entrant MOMENTUM SVERIGE AB Gothenburg, SWEDEN
Idea Creation MOMENTUM SVERIGE AB Gothenburg, SWEDEN
Production FOLKE FILM Stockholm, SWEDEN
Credits
Name Company Position
Markus Näslund Momentum Sverige Creative Director
Annsofie Antoncic Momentum Art Director
Daniel Wallin Momentum Sverige Copywriter
Stina Ekhammar Moberg Momentum Sverige Graphic Designer
Anders Collin Momentum Sverige Account Director
Jeanette Åberg Momentum Sverige Production Manager

The Campaign

Libero Superheroes is a limited edition with a mission – to remind grown-ups that the children are the real superheroes of today. Because they have the power to change the future. In our Superhero campaign, we combine an easy-going theme with a deeper message.

Campaign Success

The Libero Superhero campaign was launched in Sweden, Norway, Finland and Denmark, from May through August 2017. Placement was OLV, banners, social media, in-store, parenting magazines, influencers kit.

Describe the success of the promotion with both client and consumer including some quantifiable results

”Incredibly positive impact on brand image, purchase intent and trial.” The campaign has also contributed to an increase in brand trust, that Libero is “environmentally responsible” and that Libero is “Genuine and real”. Result highlights 12% sales increase (best campaign month compared to average month (Norway) 6,4 million OLV views (Sweden) Other results (Difference between people who had seen the campaign vs not seen the campaign) 31% increase in purchase intent, for non-regular users (Finland & Norway) 24% increase in brand closeness (Norway) 13% increase top of mind awareness (Norway)

Explain why the method of promotion was most relevant to the product or service

The Libero Superhero campaign is a 360 campaign, but it’s centered around an in-store activation. The goal was to increase the sales of Libero diapers through a limited edition collection. The diapers had a unique print and through a collect & get mechanism, the parents could dress their toddlers in cute superhero outfits.

TARGET AUDIENCE Parents with young children and parents-to-be (diaper age). They are highly digital and active on social media. APPROACH The project was divided into three clear phases. Fictional storytelling in bought digital media, limited edition diapers and an in-store collect and get mechanism, and finally manifestations through social spread. The transition from fiction, via purchase and in to reality is the winning formula of this campaign. The commercial is fun and fictional in order to entertain the audience. But the main goal is to spark the sales of the new limited edition collection of Superhero diapers. And when you buy Libero, you can get the Superhero gear from the film! Kids love to play dress-up and their parents love to see the kids in super cute outfits. Which means that our message could brought to life on social media and in the real world.