THE SKIP AD ELEVATOR PITCH

TitleTHE SKIP AD ELEVATOR PITCH
BrandMONDELEZ NORWAY
Category D02. Interactive Video
Product/ServiceTOPPRIS CHOCOLATE BAR
Entrant SMFB Oslo, NORWAY
Idea Creation SMFB Oslo, NORWAY
Media Placement VIZEUM Oslo, NORWAY
Production FILMDEPARTEMENTET Oslo, NORWAY
Credits
Name Company Position
Per Erik Jarl SMFB Oslo Art Director
Christian Hygen SMFB Oslo Copywriter
Vibeke Wiedswang SMFB Oslo Account manager
Torstein Drogseth SMFB Oslo Account director
Magnus Snickars SMFB Oslo Graphic designer
Francesca Miani SMFB Oslo Graphic designer
Mikkel S├ąghus SMFB Oslo Motion Designer

Background

Freia Toppris is a Norwegian chocolate classic, famous for its delicious taste - but also quirky advertising. After years of "silence", Freia wanted to boost Toppris penetration in a younger target group, as the heavy-users of Toppris were getting older. The market for chocolate bars is highly competitive, where big players like Mars and Snickers dominate, especially among young people. The task to the agency was to increase awareness and interest in Toppris, to help increase penetration.

Describe the strategy

Although its been on the market for nearly 80 years, the Toppris brand and personality was relatively unknown to young people in Norway. The quirkiness of the brand, and its weird advertising was last seen in the late 90's. Young Norwegians are considered health conscious, but chocolate and snacking is still a big industry, and Norway ranks #5 in the world in chocolate consumption (Forbes, 2018). The market for chocolate bars is where brand's fight for preference among young consumers, hence a key priority for Freia. Although it was one of the top 10 bars sold in Norway, consumer knew the product but not the brand. To succeed, we needed to make a chocolate classic relevant to young people, and introduce them to the brand's quirky inventiveness.

Describe the execution

We made a new gameshow held inside YouTube-prerolls. The premise of the gameshow was a challenge between real amateur inventors, to pitch their invention - without getting skipped by viewers. The inventor with the most viewtime in total, would win the elevator pitch - and money. The whole production of the Toppris Skip Ad Elevator Pitch was fine tuned to match the YouTube universe and how people interact with ads vs. content. The way the film set was made, and the timing of how different elements (such as the cut out version of the Skip Ad sign) was planned to match the media buying on YouTube. It was important that the inventors were real, and not actors. Their performance should appear natural, and personal in the pre-roll ads. A total of three elevator pitch films were produced and aired with equal rotation in ordrer to make the competition real.

List the results

Just months before the campaign went live, Norwegian government introduced a 83 % higher surprise-sugar-tax, causing turmoil in the confectionary and snacking market. Thus, the campaigns effect on sales is hard to pin down. Stil, volume was flart vs. 2017, and market share by value grew 1 % - in a period where the total category went down -10 % in volume. The sales of Toppris bars increased by 35% during and after the campaign. Average view time for the ads was 1 minute and 5 seconds, and a total of 2800 hours of voluntary advertising was consumed.