Title	MEAT DOESN'T CARE ABOUT MEDIA
Brand	COOP
Product/Service	GRILL PERFEKT
Category	A01. Consumer Goods
Entrant	COOP Oslo, NORWAY
Idea Creation	WE ARE LIVE Oslo, NORWAY
Media Placement	PHD Oslo, NORWAY
Production	FLAMBERT Oslo, NORWAY

Name	Company	Position
Ola Nielsen	Ola Nielsen	Creative
Kristian Haukland	We Are Live	Creative
Herman Stormyr	We Are Live	Account Manager
Andreas Borgen	We Are Live	Account Manager
Hannah Byström	We Are Live	Designer
Kaja Isnes	We Are Live	Designer
Helle Jentsch	We Are Live	Project Manager
Martine Gulbrandsen	We Are Live	Content
Kristine Gulheim	We Are Live	Designer
Maria Rydeng	PHD	Project Manager
Solveig Rikheim	PHD	Digital Planner
Hanne Fjeld	PHD	Project Manager
Christoffer Nergard	PHD	Advisor
Matias Beunaventura	PHD	Video Buyer
Henrik J Henriksen	Flambert	Director
Jakob Anderson	Flambert	Photographer
Eva Silseth	Flambert	Producer
Kaja Ramberg	Flambert	Pitmaster

Why is this work relevant for Media?

Our campaign was live over a span of channels, but based on the same insight, creative idea, and implementation strategy. We disrupted what’s considered best practice in the category with great results.

Background

Norwegian grill and barbecue-advertising hasn’t changed in ten years. A well known chef has found an exotic sauce/taste and you are invited by buying one of their pre-seasoned products. The task given was to win the grill and barbecue-category over the summer by linking Coops “Grill Perfekt”-brand with the following associations: Quality, wide selection and temptation.

Describe the creative idea / insights (30% of vote)

Grill Perfekt, perfectly grilled. Meat doesn’t care about what’s best practice and what’s not. Our ads didn’t end according to any media plan. They ended when whatever we grilled was perfect.

Describe the strategy (20% of vote)

Men and women (30-55) in Norwegian households are the biggest consumers of grill and barbecue-related FMCG. With craft that made your mouth water, surprising implementation and breaking formats our goal was to position Coops “Grill Perfekt”-brand as the only choice for everyone who wanted a large selection of quality grill products.

Describe the execution (20% of vote)

The campaign was implemented in steps from June to August, starting when the weather turns and Norwegians get to enjoy a few weeks of summer. Outdoor and digital (banners, pre-rolls, social media) as a warm up when the summer became a fact. Then the crown jewel of the campaign: The Entrecoté premiered in its full 5 minute long glory on TV in the pause between Belgium and Russia during the Euro-championship in soccer. Mid-July we launched an entirely new TV-channel where you could watch Perfect Grill-products be grilled to perfection 24-7. The magazine takeover concluded the campaign in early August.

List the results (30% of vote)

Ad-recall was 29% over benchmark: 84 % vs 55 % TV2 reported that during the Belgium vs Russia-match only 0.32 % of their viewers changed channel during the ad-break. Usually around 15 % of viewers change their channel. The campaign was top trending on Twitter several times during the campaign period. People who stated they saw the TV-ad: 30 % People who in reality saw the TV-ad: 8.5 % On YouTube alone Norwegians saw 4 years of ads they could have skipped. A 16.4% increase in sales compared to previous years.