Aladdin Promo, Case study SWEET MEMORY by Prime

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SWEET MEMORY

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Industry Chocolate
Media Promo & PR, Case study
Market Sweden
Agency Prime
Art Director Ebba Hultengren
Copywriter Devi Brunson
Designer Fredrik Forrest
Producer Mika Lepistö
Released December 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: KRAFT FOODS SWEDEN, MARABOU
Product/Service: ALADDIN
Agency: PRIME
Brand Manager: Annika Håkansson (Kraft Foods Sweden / Marabou)
Marketing Manager: Gisela Jacobsson (Kraft Foods Sweden / Marabou)
Key Account Manager: Robert Aras (Prime)
Project Manager: Ola Granfeldt (Prime)
Art Director: Ebba Hultengren (Prime)
Copywriter: Devi Brunson (Prime)
Designer: Fredrik Forrest (Society46)
Developer: Jonas Stattin (Society46)
Project Manager: Devlin Shea (Society46)
Producer: Mika Lepistö (Society46)
Media placement: Press Release - Press Release About The Competition - 25 November 2011
Media placement: Press Release - Press Release “12 000 Participants In Five Days” - 1 December 2011
Media placement: Press Release - Press Release Where The Winner Was Announced - 16 December 2011

Summary of the Campaign

Aladdin is a strong Christmas symbol for many Swedes. Especially amongst the elderly. In order to carry on the tradition we needed to strengthen Aladdin’s relationship to the younger generation. The goal of the 2011 Christmas campaign was to expand Aladdin’s digital circle of friends and to raise the knowledge about all the box’s 13 pralines.
Drawing on the customs and traditions that exist around the box, Marabou issued a challenge to the Swedish people to discover exactly who had the best knowledge of the chocolate praline selection. For Christmas 2011 Marabou launched 'Sweet Memory', a pedagogical game designed to help you improve your knowledge of the pralines – name, appearance and positioning. The fastest time wins.

The word was spread and more than 25,000 games later the Aladdin Facebook fan base had grown by almost 100% cent – from 58,872 to 116,089, which make it the fastest growing page in Sweden for the whole 4 weeks. The time spent playing was 900 hours (more than 36 days!) and the level of engagement on the Aladdin fan page was increased by 372% compared with the 2010 Christmas campaign. And yes, even the sales went up by 6.2 per cent compared to 2011.

The Situation

For the last 70 years, the Aladdin chocolate box has been around and it has turn into a strong Christmas symbol for many Swedes. Especially among the elderly. Even though the brand is well known and liked, it has lost some of its traditional magic. The elderly has followed the evolution of the box and seen favourites come and go when pralines have been replaced with new ones. They kind of know the box inside out. To carry on the tradition we needed to strengthen the relationship to younger generations.

The Goal
The goal with this year’s Christmas campaign was - sales aside - to increase Aladdins digital circle of friends and to increase the knowledge about all the box’s 13 pralines in a younger audience.

The Strategy
Based on the customs and traditions that exist around the box, Marabou chose to challenge the Swedes and find out who actually knows the box the best. Almost everyone knows their own favourites and maybe which one you like the least but few know all of 13. We wanted to find out!

Execution
Chocolate is one of the few things that don't really deliver online. So we switched from pleasure to leisure and made the box of chocolates into a game. And we’re talking one of those games that you really learn something from. For Christmas 2011 Marabou launched 'Sweet Memory', a pedagogical game placed on Aladdin's Facebook fan page where you could hone your knowledge on all pralines: what they look like, their names and where they belong in the box. The players had to get through 3 different levels and the competition was to do it in the quickest time. Through charts, it was possible to follow national and friends' highscores. It was also possible to challenge friends and in that way we get a good system for invites.

Documented Results

The new generation really accepted the challenge and everyone wanted to show their brilliant chocolate skills. Or at least get some practice. When the competition was over more than 25,000 games were played and people had spent almost 900 hours moving around pralines in the virtual box. The Aladdin Facebook fan base had grown from 58,872 to 116,089, making it the fastest growing page in Sweden for the whole four weeks. The level of engagement was raised by 372% according to last year’s Christmas campaign which also took place on the fan page.

By letting the people fight with their knowledge, we made them realise how important, appreciated and strongly rooted the red and white little box really is. Inspired by another famous game someone made, a quite aptly description of what it’s all about: Aladdin – a lifetime to learn, a minute to master.