NORWAY’S MOST INTIMATE CONCERT by Anorak Oslo for Cederroth

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NORWAY’S MOST INTIMATE CONCERT

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market Norway
Agency Anorak Oslo
Creative Director Tone Helene Angsund
Creative Eirik Johansen, Peter Power, Hedwig Øgreid
Released December 2012

Credits & Description

Advertiser: CEDERROTH
Agency: ANORAK
Category: Best Use of Audio
Client Service Manager: Agnar Aldrige (Starcom Mediavest Group)
Media Planner: Ellen Kulms (Starcom Mediavest Group)
Production: Jan Olav Jenssen (Medialab)
Creative: Eirik Johansen (Anorak Oslo)
Creative Director: Tone Helene Angsund (Starcom Mediavest Group)
New Business Manager: Ann Kristin Kreutz (Universal Music)
Sales Manager: Erik Vig Bratland (Spotify)
Creative: Peter Power (Anorak Oslo)
Creative: Hedwig Øgreid (Anorak Oslo)

Strategy
Asan is Norway’s leading brand of intimate wash – soap specially for your private parts. Our job was to make the brand matter to young people 16-25, creating a relevant experience that they would talk about in social media.Interestingly, in a low-interest category like soap, where TV is usually the main media vehicle, Asan is unique with over 50,000 Facebook fans – impressive for a country with a population less than 5 million.The key to engaging our audience was to create an idea linked to the brand’s core proposition – something INTIMATE, but at the same time BIG and MEMORABLE.Music has always been a critical part of the lives of our target, and these days Spotify is an integral part of that. At the same time, the availability of music in the digital era has increased the demand for more exclusive content and experiences. This was our opportunity.

Effectiveness
The competition produced more than 70 high quality entries; content that also ran on the brand’s Facebook page.4,227 people watched the concert on Spotify, the first time EVER a concert had been streamed live on the service, with an average view time of 26 minutes.The campaign generated over 22,000 mentions in social media and a raft of free coverage in trade press, blogs and magazines. But most importantly advertising awareness increased 25% as a direct result of the campaign, and Sales increased 11% vs. year ago, with no other activities supporting the brand.

Execution
In an idea that leveraged the brand’s ‘intimate’ positioning we created ‘Norway’s Most Intimate Concert’, presented by ‘Norway’s Most Intimate Brand’. We gave two (yes, just 2) lucky winners, chosen from Facebook video competition entries, the chance to attend their own private concert by one of Norway’s hottest artists, LidoLido, while the rest of the country watched the live on Spotify.LidoLido played for 1 hour in a rooftop twilight setting while our winners, seated comfortably on a sofa in front of the band, enjoyed this unique musical experience and cameras streamed the performance to the audience watching on the internet.