AHLGREN'S BILAR: FROM ZERO TO ANARCHIST HERO by Family Inc for Ahlgrens Bilar

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AHLGREN'S BILAR: FROM ZERO TO ANARCHIST HERO

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Industry Candies
Media Print, Magazine & Newspaper
Market Finland
Agency Family Inc
Creative Director Jani Halme
Copywriter Pia Af Hällström
Client Service Director Jari Karlsson
Producer Mari Ollila
Released October 2011

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: OY LEAF SUOMI
Product/Service: AHLGRENS BILAR CANDY BAGS
Agency: FAMILY INC.
Client Service Director: Jari Karlsson (FAMILY INC)
Copywriter: Pia Af Hällström (FAMILY INC)
Junior Ad: Juhana Mikkanen (FAMILY INC)
Juonior Copywriter: Martta Kallio (FAMILY INC)
Project Manager: Sirpa Tuovinen (FAMILY INC)
Planner: Elli Tuominen (FAMILY INC)
Creative Director: Jani Halme (Kontaktitoimisto Toinen)
Planner: Miia Sirviö (Kontaktitoimisto Toinen)
Producer: Mari Ollila (Kontaktitoimisto Toinen)
Marketing Architect: Sanna Kolamo (Kontatktitoimisto Toinen)
Account Director: Susanna Heikkilä (Irokeesi Oy)
Project Manager: Anna-Kaisa Anttonen (Irokeesi Oy)
Managing Director: Tiina Veijonen (Irokeesi Oy)
Media placement: Promotion - Turku - 12.10.2011
Media placement: Promotion - Helsinki - 14.10.2011
Media placement: Pr Visibility - National Medias: Web, Radio, Newspapers - 12.10.2011
Describe the objective of the promotion.
To launch a Swedish brand, Ahlgren’s Bilar candy cars, to Finland.
Describe how the promotion developed from concept to implementation.
The concept was all about anarchy. The main target group was teenagers who are hard to reach by mass media. We wanted to become the talk-of-the-town by creating anarchistic guerrilla attacks that became among the most popular news in Finland in 2011.
Explain why the method of promotion was most relevant to the product or service.
When it’s about candy, its’ about fun! Our attacks made the new candy and it’s behaviour a hot topic among the target group all over Finland without any paid media.
Describe the success of the promotion with both client and consumer including some quantifiable results.
· 2nd most read news article on Finland’s biggest news site in 2011
· 37% of Finnish population was reached without any paid media
· Targeted market share exceeded 100%
· The campaign was the most successful campaign in 2011 AdProfit awards in Finland