LICENSE TO KILL by Jung Von Matt/Strommen Stockholm for HUNT

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LICENSE TO KILL

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Sweden
Agency Jung Von Matt/Strommen Stockholm
Art Director Max Larsson Von Reybekiel, Jacob Von Corswant
Copywriter Petter Dixelius
Released June 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: HUNT
Product/Service: HUNTING STORE / HUNTING CERTIFICATION
Agency: JUNG von MATT
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: JUNG von MATT, Stockholm, SWEDEN
Entry URL: http://vimeo.com/9226876
Art Director: Jacob von Corswant (Jung von Matt/Strömmen)
Art Director: Max Larsson von Reybekiel (Jung von Matt/Strömmen)
Copywriter: Petter Dixelius (Jung von Matt/Strömmen)
Graphic Designer: Calle Cassel (Jung von Matt/Strömmen)
Account Manager: Filippa Rudin (Jung von Matt/Strömmen)
Account Manager: Jan Tallroth (Jung von Matt/Strömmen)
Media placement: Event - Road - 15/06/2009
Media placement: Outdoor Guerilla - Bus stop - 03/09/2009
Media placement: "Sandwich-Men" - Public Space - 05/09/2009
Media placement: Guerilla Posters - Bridges Etc. - 08/09/2009

Results and Effectiveness
Since the campaign started it has been the subject among hunters and has boosted the sales by more than 22%. The number of new License Exams has raised by 28%. The overall response has been very high; it has received a lot of ovations and Hunt is recognised as the most exclusive and modern hunting store in Stockholm. Several hunting-related websites have referred to the campaign and traffic to www.hunt.se has increased by13%.

Creative Execution
We had on-street promotion in dove-dense parts of Stockholm, outdoor banners pointing out the direction of areas inhabited by wild rabbits and takeovers of public transportation maps to show where in Stockholm you can find game and the location of the Hunt store. We even took part in the general school exam celebrations. All executed in a local and witty way.

Insights, Strategy & the Idea
Hunt is targeting Stockholmers with a position that is more contemporary with an attitude to attract new and younger customers. Being the "Stockholmers' hunting store" (Hunt's slogan), it is only natural for Hunt to bring a hunter's mindset to the inner city of Stockholm. The fact is that the Swedish capital is full of game and wildlife. For instance, there is an actual problem with the exploding population of wild rabbits that inhabit parts of Stockholm. So we decided to enlighten the people of inner-city Stockholm and show them what they can bring down and take home from just around the corner - if they take their hunting license exam at Hunt!