| Title | KERMAA! |
| Brand | ARLA SUOMI |
| Product/Service | ARLA LEMPI COOKING CREAM |
| Category |
E01. Use of Integrated Media |
|
Entrant
|
ARLA Söderkulla, FINLAND
|
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
|
Media Placement
|
CARAT Helsinki, FINLAND
|
|
PR
|
TBWA\HELSINKI, FINLAND
|
|
Production
|
TBWA\HELSINKI, FINLAND
|
Credits
| Antti Airaksinen |
Arla Suomi |
Marketing Director |
| Laura Kasila |
Arla Suomi |
Brand & Category manager |
| Tomi Sirén |
Arla Suomi |
Head of Digital |
| Noora Tammisto |
Arla Suomi |
Community Manager |
| Taneli Mattelmäki |
TBWA\Helsinki |
Business Partner |
| Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
| Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
| Ville Ohtonen |
TBWA\Helsinki |
Creative Director |
| Erno Reinikainen |
TBWA\Helsinki |
Creative Director |
| Lasse Kangasmaa |
TBWA\Helsinki |
Art Director |
| Niklas Malmlund |
TBWA\Helsinki |
Art Director |
| Tuomas Perälä |
TBWA\Helsinki |
Copywriter |
| Meri Saarivirta |
TBWA\Helsinki |
Copywriter |
| Aki Toivonen |
TBWA\Helsinki |
Creative Content Strategist |
| Petri Sarkalahti |
TBWA\Helsinki |
Project Manager |
| Noora Hendolin |
TBWA\Helsinki |
Project Manager |
| Leo Tomaszewski |
TBWA\Helsinki |
Production AD |
| Daria Ivanova |
TBWA\Helsinki |
Production AD Trainee |
| Anna Kangas |
TBWA\Helsinki |
Social Media Trainee |
| Iiro Hokkanen |
TBWA\Screen |
Director |
| Tuukka Tikkanen |
TBWA\Screen |
Production Manager |
| Niko Hatara |
TBWA\Screen |
Creative Producer |
| Lisa Myllymäki |
TBWA\Screen |
Editor |
| Ville Hackzell |
TBWA\Screen |
Editor |
| Anssi Mahlamäki |
TBWA\Screen |
Motion Designer |
| Eesu Lehtola |
TBWA\Screen |
Motion Designer |
| Arttu Hokkanen |
TBWA\Screen |
Sound Designer |
| Anssi Saresvuo |
Carat Finland |
Strategic Planner |
| Kirsi Riipinen |
Carat Finland |
Account Director |
| Lotta Castrén |
Carat Finland |
Project Manager |
| Juho Kainulainen |
Carat Finland |
Media Specialist |
| Tuomo Sinkkonen |
Carat Finland |
Broadcast Manager |
| Lassi Laukkarinen |
Carat Finland |
Performance Marketing Consultant |
| Timo Klemola |
TBWA\Helsinki |
Designer |
| Sini Teppola |
TBWA\Helsinki |
Creative |
Why is this work relevant for Media?
Kermaa-concept connected to culture and infiltrated all the possible media platforms from TV to social media and from road signs to t-shirts in a creative and unexpected ways. The use of media was exceptional. We did not plan advertisements in advanced, but instead focused on creating our own reactive “kermaa-versions” of topical phenomena. The catchy campaign participated in culture and involved the audience by reacting with them on multiple platforms and reaching outside the traditional media.
Background
Valio has traditionally dominates the dairy food market in Finland. Valio is one the most valued brands in Finland, and Valio products have been consumed for generations. They are considered to be natural and of high quality. Contrary to popular belief, Valio cooking creams contain more, not less, additives than their competitor Arla Lempi.
The brief was to differentiate Arla Lempi from its competitors through highlighting the naturalness of the products. The sales target was 10% growth. Other KPI’s were awareness and trial.
Describe the creative idea/insights
We built our campaign around the word “kermaa”, which means cream in Finnish. Our campaign tagline was “cream, cream, cream, and less food additives than in others”. All text in the campaign was always “kermaa”. We wanted to communicate the main ingredient of the product in a fun and catchy way, so that the consumers would have at least one thing in their mind when making choices at the dairy section: cream. KERMAA!
Describe the strategy
Arla Lempi’s target audience consists of 25-54 yo passionate home cooks. They are ready to pay extra for high quality groceries and consider cooking as a form of self-expression.
Differentiating Arla Lempi from its competitors was essential. As food products are often advertised with recipes and food porn, we decided to take the road less traveled and create a concept without any food in sight. The only part of the product that could be shown was the package.
In Finland mocking your competition on advertising is illegal, so we had to find a way to make the comparison in a clear but more subtle manner. Kermaa-executions were created for various platforms, the baseline was that anything in culture or the world surrounding us could be turned into “kermaa” - the more surprising the better.
Describe the execution
“Kermaa” took part in popular culture and created "kermaa versions" of current topics in all possible media- text- and sound platforms. Instead of an intensive and massive paid media campaign we concentrated on continuous content creation that was strongly tied to the culture.
The campaign was implemented in TV, social media, radio, festival posters and t-shirts. The TVCs were created by dubbing everything from soap opera to nature documentaries. We focused on presenting “kermaa” in various contexts in order to demonstrate the concept.
List the results
Social media reactions were 30 000% higher than usually. The sales grew 58%. Also awareness rose by 11%, from 79% to 88% and trial moved up 45 %, from 29% to 42%. For an established FMCG product in a category where market shares are static, 58% growth is enormous and especially the growth in trial is significant. It is difficult to get into customers’ shopping carts but it is going to be much easier for Arla Lempi to stay there.
Customers engagement on social media posts was on the rise throughout the whole campaign as the customer started to participate more and more on the content and even create it by themselves. The results and especially the growth in trial indicate that kermaa-campaign has generated long-term success for Arla Lempi. Kermaa became a part of pop culture as it was owned by people. Even more importantly, kermaa kermaa kermaa, kermaa!