Maarud Promo, Case study DON’T [BLANK] WHEN YOUR STOMACH IS EMPTY by McCann Oslo

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Industry Biscuits, Crispbread
Media Promo & PR, Case study
Market Norway
Agency McCann Oslo
Creative Director Tone Helene Angsund
Creative Tore Woll Og Erlend Klouman Hoiner
Client Service Director Catharine Mitlid
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MAARUD
Product/Service: CRISPS
Date of First Appearance: Mar 1 2010
Entrant Company: STARCOM NORWAY, Oslo, NORWAY
Creative Director: Tone Helene Angsund (Starcom)
Client Service Director: Catharine Mitlid (Starcom)
Client Service Manager: Jon Axel Nævestad (Starcom)
TV Manager: Eli Ponsonby (Starcom)
Senior Brand Manager: Albert Arli (Maarud)
Marketing Director: Paal Tarjej Aasheim (McCann)
Creative: Tore Woll (McCann)
Creative: Erlend Klouman Høiner (McCann)
Project Manager: Merethe Brunsell (McCann)
Media placement: Internet/Event - Fri,,,,,,, - 1 March 2010
Media placement: TV - Discovery, Viasat; TV3, TV2 - 1 March 2010

Insights, Strategy & the Idea
Maarud was the number one crisp in Norway until a larger corporation bought them out and ignored them for other brands in the portfolio. After a few years of stagnancy, Maarud was eventually sold off; luckily to owners ready make innovation and visibility a priority.

Though the typical Norwegian buyer’s are women 25+, were likely to dismiss our renewed efforts, we saw an opportunity to go after young adult males who were looking for an energy boost on the slopes.

After watching our new target, we learned that if you stare at them long enough, they all do one thing – FAIL. (No not that other thing!) Many young men make it an art form, failing many times more than succeeding. So we wanted to show young men and their friends what can happen when your stomach is empty.

Creative Execution
We asked young people to upload their favourite skiing and snowboarding failure videos and stories to Facebook, YouTube and action sports powerhouse, Fry Flyt. With tons of videos pouring in, we asked people to vote on the best to be used as the basis for our “Don’t [blank} When Your Stomach is Empty” campaign.

We also paired with Fry Flyt to become part of their ski movie showings at their skiing and snowboarding competitions. In addition to product sampling, the 10 best “Don’t [blank] When Your Stomach is Empty” movies were shown as part of each movie showing and continued the push to upload the best videos of failure to Maarud’s Facebook and YouTube websites and brand home page.

Results and Effectiveness
We knew that we had hit our mark when we saw a 60 percent jump in brand awareness and a 50 percent brand trial among our target audience within a few weeks of the launch. 300 videos were uploaded to Maarud’s pages and over 12,000 people casted their vote for the best failure video.

Maarud wanted to sell 350,000 packs of crisps and ended up selling over 500,000. We earned a 10 percent global market share immediately following the campaign, and we learned that young adults can’t blame their empty stomachs anymore when they bail on the slopes.