Elgiganten Promo, Case study THE DREAMTRIP by Lowe Brindfors Stockholm

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Industry Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Director Markus Eneroth
Art Director Patrik Westerdahl
Producer Olof Barr
Account Supervisor Ulf Ahlstrand
Released April 2009

Credits & Description

Category: Best Use of Television
Advertiser: ELGIGANTEN
Date of First Appearance: Apr 25 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Director/Art Director: Rickard Villard (Lowe Brindfors)
Art Director: Patrik Westerdahl (Lowe Brindfors)
Account Supervisor: Ulf Ahlstrand (Lowe Brindfors)
Account Manager: Isabella Seger (Lowe Brindfors)
Producer: Olof Barr (Esteban)
Director: Markus Eneroth (Esteban)
Production Manager/A Foto: Jon Hertov (Esteban)
Sound Design/Arrangement: Markus Giselman (Esteban)
Media placement: TV Campaign - 23 Different Spots - TV3 TV4 - 25 April 2009

Results and Effectiveness
Because of the quantity of different spots with the same message they actually took control of the ad-breaks. Each commercial then pointed towards the website where the offer was explained in detail and where every spot and behind-the-scenes material could be seen. The numbers didn't just show that the Elgiganten brand took a giant leap in sales during the campaign. In addition, sales increased dramatically compared to previous years. Also, the campaign had a great effect internally. The stores’ staff used the spots as a selling argument by showing them on the various TV screens in the stores.

Creative Execution
Instead of doing what they normally do; show the products with big price signs and a voice over screaming about this great deal we chose to do something else. Something that would make Elgiganten, and their special offer, look and feel different and hopefully stick out a little more during the ad-breaks. We decided to do a little experiment. We took a small camera-crew and went to the chosen cities around the world and let random people in the streets try to convince the viewer of this fantastic offer. No pre-production, acting, casting or even scripts. Just ordinary people in their everyday environment. 23 different spots were finally made with 23 unique ways of selling the offer. The spots were aired frequently during the campaign period, often with as many as 3 different spots during the same ad-break.

Insights, Strategy & the Idea
Elgiganten is a Nordic specialty retailer of consumer electronics. During the end of April and the beginning of May there is usually a dip in sales. Therefore Elgiganten decided to create a special offer to get more people to their stores. The special offer, called 'The Dream' was: buy a TV, laptop, camera or dishwasher and get a trip to selected cities around the world for free. The main channel to promote 'The dream' offer was TV and the production budget was very restricted.