SAVE CHRISTMAS by Starcom Stockholm for Aladdin

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SAVE CHRISTMAS

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Industry Chocolate
Media Promo & PR, Case study
Market Sweden
Agency Starcom Stockholm
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: KRAFT FOODS
Product/Service: ALADDIN CHOCOLATE
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: STARCOM SWEDEN, Stockholm, SWEDEN
Entry URL: http://demo.acnedigital.com/aladdin/
: Helen Landberg (Starcom)
: Sara Forssberg (Starcom)
: Johanna Karjalainen (Starcom)
: Christian Ullmark (Starcom)
: Lotta Waldemar (Starcom)
: Thomas Weigle (Ogilvy)
: Jenny Raspe (Ogilvy)
: Christina Knightley (Ogilvy)
: Johan Seidefors (Prime)
: Robert Aras (Prime)
Media placement: TV Campaign -1 Spot - TV3, TV6, TV4, Channel 9, Channel 5 - Nov 16 2009
Media placement: TV Media Collaboration -2 Spots - Channel 5; Channel ID - Nov 23 2009
Media placement: Web TV - TV4 -Specific Programs - Nov 17 2009
Media placement: Online Campaign Creative Banners (3 Formats) - Familjeliv.se, Msn.se, Ad Networks Including Aftonbladet.se, Expressen.se Etc. - Nov 17
Media placement: Online Campaign SEM - Google - Nov 16
Media placement: Social Media Campaign (Bought Space) - Facebook -Sponsored Links, Facebook Application - Nov 19
Media placement: Social Media (Not Bought Space) - Facebook Fan Pg, Blog For All People Generated Campaigns - Nov 16

Results and Effectiveness
Out of Sweden’s 9,000,000 inhabitants, over 500,000 visited the campaign site, and nearly 400,000 voted! There were 300 mentions in blogs, newspapers, TV- and radio shows. Our application on Facebook had 136,000 downloads during only three weeks, which made it the fastest growing app on Facebook worldwide during the first few days. Not only did we exceed the expectations for engagement, but also on sales, market share and volume. There was an increase of 3.6 percentage points to an impressive 56.8% of the total praline market (Nielsen)! Aladdin has been able to consolidate its position as the true traditional Christmas praline –even for the new, younger families.

Creative Execution
Voting for your favourite is something everyone is used to by now. If you don’t vote, you risk that your favourite is out. Since we needed to let the Swedish people know what was on stake, we had to announce the “election” in mass media. We used TV, not only traditional advertising buying mainly big Swedish produced formats, but also made a collaboration with Swedish Channel 5, who encouraged people to vote for their favourite in their own produced channel graphics. After launching the campaign, digital played most important role. We used creative display formats combined with SEM to direct people to the campaign site where the voting took place, and where they could indulge in Aladdin history and facts. Social media, such as Facebook, Twitter, and a Save Christmas blog, made it possible for people to support their favourite praline in a greater forum and make their voices heard.

Insights, Strategy & the Idea
The praline box Aladdin has been a Swedish favourite since 1939, and to many it has become a part of Swedish Christmas tradition. Lately Aladdin has not kept pace with time, which has caused some of its magic to disappear. Especially new, younger families, had forgotten the importance of Aladdin for Christmas. We had to remind the Swedes that Aladdin is their beloved 70-year-old favourite on the Christmas candy table. We knew almost everybody already has a relationship to Aladdin, and in particular the individual pralines. Everyone has a praline they love, and one they hate. We also knew that, if given the chance, people love to share their thoughts on the matter. We would unite them in a matter concerning all Swedes; Saving next year’s Christmas by together making sure their favourite praline would not have to leave (in order to make room for a new praline in the 2010 box)…