Festis DM UNBORE GRANDPA by Akestam.holst Stockholm

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Industry Soft Drinks
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Petra Seiler Albrektson
Copywriter Joakim Labraaten
Illustrator Karin Mårtensson
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CARLSBERG
Date of First Appearance: Apr 15 2011
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL: http://ourwork.se/unboregrandpa/
Creative Director: Martin Cedergren (Åkestam Holst)
Copywriter: Joakim Labraaten (Åkestam Holst)
Art Director: Petra Albrektson (Åkestam Holst)
Account Director: Nico Hasselström (Åkestam Holst)
Account Manager: Ida Tenggren (Åkestam Holst)
Digital Producer: Alex Picha (Åkestam Holst)
Planner: Jerker Winther (Åkestam Holst)
Web Designer: Oscar Gardö (Åkestam Holst)
Illustrator: Karin Mårtensson (Åkestam Holst)
Assistant Illustrator: Linda McAllister (Åkestam Holst)
Art Director Assistant: Kristoffer Larberg (Åkestam Holst)
Production Company: (It's Showtime!)
Media placement: Cyber - Campaign Site - 15 april 2011

Describe the brief/objective of the direct campaign.
Festis, a Swedish soft drink by Carlsberg has been losing market shares for the past years to its rival “MER” by Coca Cola. To stop the trend Carlsberg’s objective was to stimulate more sales by launching new flavours and find new ways getting them out on the market.

Our brief was to reach the “right” youngsters with big influence on others. Our simple insight was that many of these popular kids are outgoing individuals who like to entertain people around them and are eager for challenges.

The goal was to get as many in the target audience (15-20 y.o) to interact with the brand and promote the new flavour through sampling. In Sweden this group is approximately 500 000 people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched Unbore Grandpa, an online contest asking visitors to make a grumpy grandpa laugh by activating their webcams and get their funny on. If you succeeded, you won a bottle of festis! If you didn’t, you got “nexted” by grandpa.

Explain why the creative execution was relevant to the product or service.
With the concept “Unbore Anything”, Festis is on a mission to make the world a less boring place, which is relevant, cause people consume soft drinks when they are in a good mood. Therefore our aim was to associate Festis even more with feelings of joy, fun and quirkiness. Instead of showing things that are funny we choose to find things that was boring and unbore them. To generate awareness we placed banners on sites such as the following http://unboregrandpa.com/competition/banner/

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
About 10% of the target audience took part in the contest and our goal of getting 2% of them to try Festis new flavours was completed in 6 days.

The campaign was live in April 2011. Therefore, sales & market indicators are not available yet.

On top of that, the use of the word ”Unbore” increase 700% regarding to Google Trends during the campaign period.