MESSAGE IN A BOTTLE [video] by Try/Apt Oslo for Solo

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MESSAGE IN A BOTTLE [video]

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Case study
Market Norway
Agency Try/Apt Oslo
Art Director Karin Lund, Martin R.thorsen, Dennis Tønnkvist
Copywriter Oystein Halvorsen, Bjørnar Buxrud
Designer Thomas Bråten, Rickard Roslund
Account Supervisor Eivind Moe, Linda Kling
Released May 2013

Credits & Description

Advertiser: SOLO AS
Agency: TRY/APT ADVERTISING AGENCY
Category: Food and Non-Alcholic Drinks
Advertising campaign: MESSAGE IN A BOTTLE
Art Director: Dennis Tönnkvist (Try/Apt)
Account Supervisor: Eivind Moe (Try/Apt)
Account Manager: Marianne Strandly (Try/Apt)
Art Director: Martin R. Thorsen (Try/Apt)
Designer: Rickard Roslund (Try/Apt)
Copywriter: Øystein Halvorsen (Try/Apt)
Director/Producer: Øyvind Nordhagen (Try/Apt)
Designer: Thomas Bråten (Try/Apt)
Director/Producer: Thomas Lein (Try/Apt)
Director/Producer: Antimedia (Antimedia)
Industrial Designer: Bård Eker (Eker Design)
Account Manager: Cecilie Thue (Try/Apt)
Account Supervisor: Linda Kling (Try/Apt)
Account Manager: Monica Rosenggren (Try/Apt)
Copywriter: Bjørnar Buxrud (Try/Apt)
3d Artist: Christian Lundval (Try/Apt)
Art Director: Karin Lund (Try/Apt)
Developer: Knut Skåla (Try/Apt)
Developer: Pål Smitt-Amundsen (Try/Apt)
Developer: Thomas Sømoen (Try/Apt)
Relevancy
The idea was build on Solo's great taste and the Norwegian roots - but with a twist that was all about engaging the target group. Like many in its young target group, Solo dreams of fortune and fame. In this case Solo has reproduced itself as a well known phenomena on a large scale, in size as well as distance. By making a bold statement about its great taste on a global arena, Solo made young Norwegians proud and got them engaged in the project by proving that coming from a small country doesn't not prevent you from thinking big.
Outcome
So far, Facebook fans are up 367%, Twitter 2286% and 150.000 people have visited solo.no, with 718.832 page views. There have been visits from more than 148 countries and over 2.000 cities around the world.Solo has increased sales since launching Soon to be world famous and is now the market leader in category Orange soft drink ahead of Fanta. Share of marked is up 1,1% of of the soft drink marked since the launch of the campaign. Target group ( 15-19) preference is now 63% - up from 59%. (TNS Gallup)
Implementation
We built an 8 meter long Solo message in a bottle, filled it with a letter and a case of Solo, dropped it into the sea outside the island of Tenerife, and left it to the ocean currents to decide who gets to taste. The bottle creates a unique part of the campaigns web content. It is equipped with GPS for tracking and weather data, a custom made 360 degrees camera and hardware/ software so people can and follow the journey from day to day, see the photos and guess where in the world it will end up.
Client Brief Or Objective
Solo is a small local soda in a big global market. It is been around since the 30’s and is considered something of a national soda. Solo was perceived as great tasting, but hopelessly outdated by young people. In a small country, global recognition is the ultimate acknowledgement. Having that in mind, the objective was to reinforce Solo's legacy as THE Norwegian soda, but in a brave and contemporary way. In the past, Norwegians explored poles and crossed vast oceans. Leaning on this adventurous past, we decided to send Solo on an international expedition the target group could engage in.