Title	SMELL THE TRUTH
Brand	FREIA, MONDELEZ NORWAY
Product/Service	CHOCOLATE
Category	A01. Activation by Location
Entrant	SMFB Oslo, NORWAY
Idea Creation	SMFB Oslo, NORWAY

Name	Company	Position
SMFB Oslo	SMFB Oslo	Creative
Line Smedstad	SMFB Oslo	Content Manager
Francesca Miani	SMFB Oslo	Graphic designer
Vibeke Wiedeswang	SMFB Oslo	Account manager
Torstein Drogseth	SMFB Oslo	Account director

Background

Freia is a local chocolate factory, located in Oslo. Since the factory was bought up by international owners in the early 90´s, people living in Oslo have gradually started to believe that Freia chocolates are produced abroad - not in the old chocolate factory in Oslo.

Describe the creative idea

Its a well known phenomenon, that from time to time, when wandering the streets of Oslo, you can smell chocolate in the air. But where you smell it, depends on which direction the wind blows. We decided to put this phenomenon into a system, by feeding real time data from the factory; the actual chocolate produced right now, and paired it with wind -and weather data. Trough this module were able to geo-target the specific area where the chocolate smell appeared. Everyone who was located in the area was targeted with a spacial-tailored Snapchat filter, showing them which chocolate they smell right now - and that it was made right now at the Freia Chocolate factory.

Describe the strategy

Almost every time Freia post anything on social media, there are always someone who makes a comment about how Freia never should have moved its production overseas, when Freia joined Kraft Foods in ´92. What these patriots don’t know, and a growing large number of people tend to forget, is that Freia’s chocolate production never moved anywhere. It is still produced at Rodeløkka, in the very heart of the city. To patriotic Norwegians, foreign-made always looses out to local production. So, to correct this misunderstanding we wanted to start with the most important target group: our neighbors, and make them aware and proud of living close to a chocolate factory.

Describe the execution

We implemented the campaign through Snapchat, as the one and only communication channel. Given the extremely realtime and local nature of the campaign we leveraged Snapchat's inherent realtime and geographical targeting capabilities. As Freia was set to produce three different well known chocolates (M, Melkesjokolade and Kvikk Lunsj), consecutively over three separate days, we set up three different Snap-filters to the respective chocolate brands. Each filter was set to run on the exact time the particular chocolate would be produced at the factory. The entire campaign was limited to a close geographical area of less then 14 football fields, which is the identifiable area around the factory where its possible to smell the distinct chocolate scent. Simultaneously, we rigged the filter-distribution with third-party weather data. That ensured the geographical area in which the filters appeared, shifted in correlation with the wind, and subsequently where the chocolate smell blew. Thus, we managed to maximize consumer experience and effect, while minimizing media cost. The total media investment for this campaign was only EUR 500,-

List the results

This campaign did not seek to reach large audiences, nor drive direct sales. It really set out to connect Freia with it's neighbours. As such, the numbers are naturally small. This is however about providing these few people, in an engaging way, the opportunity to share this proud little fact with other people they know and care about. Within the few hours each Snapchat filter were live, they reached 640 local people who could smell the chocolate production. More than 15% of the exposed locals chose to use the filters in photos and shared them directly with their friends, or on their "my stories". As a result, the 101 personalized filters where shared with 2300 friends. Thus, organically amplifying the message between "Grünerløkka locals" and their friends. The campaign successfully reached local people present around the Freia factory, and engaged them in telling their friends an important local chocolate story.