THE SWAP by Initiative Universal Media for Stimorol

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THE SWAP

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Industry Chewing-Gum
Media Promo & PR, Case study
Market Denmark
Agency Initiative Universal Media
Creative Director Martin Garde Abildgaard
Released April 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CADBURY STIMOROL
Product/Service: STIMOROL CHEWING GUM
Date of First Appearance: Apr 13 2009 12:00AM
Entrant Company: INITIATIVE UNIVERSAL MEDIA, Copenhagen, DENMARK
Entry URL: http://listic.dk/awards/theswap/
Creative Director: Martin Garde Abildgaard (Springfield)
Chief Executive Officer: Lars Gjøls-Andersen (Springfield)
Group Interactive Director: Christian Strand (Initiative Universal Media)
Strategy Director: Rune Kiowsky (Initiative Universal Media)
Account Director: Lone Grove Thomsen (Initiative Universal Media)
Account Director: Karin Hallum Hougs (Initiative Universal Media)
Media placement: Banner - 159.693.469 impressions - MSN - 13/04/2009
Media placement: Editorials - 8 weeks - MSN - 13/04/2009
Media placement: Weekly radio programme - 8 weeks - The Voice - 17/04/2009

Results and Effectiveness
• 3.1m Danes exposed to the campaign • 124,163 unique users on theswap.dk • 1,428 active swaps Most importantly, we made the target group live the brand values of Stimorol, and by spreading the message in their network, they became ambassadors of the Stimorol brand, thereby making it a relevant part of their lives. Stimorol was facilitating the fulfilment of peoples’ dreams in a financial crisis. The Stimorol community got so popular that it got its own section in the morning show of the biggest Danish TV station, and even the hosts themselves provided valuable items to help people attain their dream.

Creative Execution
A mini community was developed, inspired by the story of the guy with the paper clip. At the site, people could sign up by writing each of the dreams that they hoped to fulfil through swapping objects with other users within the community. To make life easier for these people, we hooked up with celebrities in each country who supplied “celebrity items” for swapping and who created word of mouth and PR and drove traffic to the site. We engaged in a partnership with MSN to host the site and to drive traffic from banners and editorial stories throughout the MSN network - no other digital media was in play. In addition, we created a partnership with a local radio station to communicate the community as well as to create editorial content about the community and to follow selected peoples’ journey in chasing their big dream.

Insights, Strategy & the Idea
Stimorol wanted to connect better with their young target group as studies showed that Stimorol is conceived as a distant brand. We conducted a qualitative workshop, where representatives from the target were invited to discuss brand values, product, benefits and perception & expectations of Stimorol. Rather than communicating the brand value – freedom and ability to fulfil dreams – to the target group, we identified an idea that would allow the target group to live the values, thereby making Stimorol more relevant in their lives. The idea was based on a true story of a man who wanted to fulfil his dream of a new house by swapping a simple paperclip into more valuable items through his network. Keeping the economical crisis in mind the idea of swapping items to fulfil a dream was spot-on to make the target group live the brand values and act as brand ambassadors.