SAVE CHRISTMAS by Ogilvy Stockholm for Aladdin

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SAVE CHRISTMAS

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Industry Chocolate
Media Promo & PR
Market Sweden
Agency Ogilvy Stockholm
Creative Director Christina Knight
Art Director Hans Elander, Attila Kiraly
Copywriter Hanna Landing
Designer Kerstin Engberg
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: KRAFT FOODS/ALADDIN
Product/Service: BOX OF CHOCOLATE PRALINES
Agency: OGILVY STOCKHOLM
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: OGILVY STOCKHOLM, SWEDEN
Entry URL: http://kaffe.bahnhof.se/cannes2010/savechristmas/
Creative Director: Christina Knight (Ogilvy Stockholm)
Art Director: Attila Kiraly (Ogilvy Stockholm)
Art Director: Hans Elander (Ogilvy Stockholm)
Designer: Kerstin Engberg (Ogilvy Stockholm)
Copywriter: Hanna Landing (Ogilvy Stockholm)
Account Director: Jenny Raspe (Ogilvy Stockholm)
Account Manager: Hanna Dahlin (Ogilvy Stockholm)
Planner: Thomas Weigle (Ogilvy Stockholm)
Final Art/Assistant Art Director: Maja Hermin (Ogilvy Stockholm)
Digital Consultant: Karin Ernerot (Karinskii)
Production Company: - (ILP)
Media: - (Starcom Sweden)
Public Relations: - (Prime PR)
Production Company: - (Acne Digital)
Client/Marketing Director: Malin Jönsson (Kraft Foods)
Media placement: TVC, 1 Spot - Tv3, TV4, Kanal 5, TV6, TV9 - 16 Nov 2009
Media placement: Banners - Familjeliv, MSN, WebTV, Adnetworks, Facebook, SEM - 16 Nov 2009
Media placement: Media Collaboration - TV5 -  

Describe the objective of the promotion.
Remind the Swedes that Aladdin is a beloved 70-year old tradition on the Christmas candy table. 1. Remind them of the heritage. How? Create awareness and start the conversation in broad media. 2. Get them to shape the future. How? Create engagement and drive the conversation. 3. Get on the Christmas candy table. How? Create desire and action.

Describe how the promotion developed from concept to implementation
The concept “Save Christmas – Save your favorite praline!” was built on the insight that every Swede has their favourite praline in the Aladdin box, which has been part of the Swedish Christmas traditions for the past 70 years. 1. Phase one started off with a TVC, banners and PR. 2. Phase two included the campaign site to vote for your favourite praline, and social media to drive the conversation. 3. The result from the voting was revealed two weeks before Christmas. In phase three in store, client media, banners and PR was essential to create action.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign has not only rejuvenated the Aladdin brand, it has contributed to a stronger than ever bond with the consumers. More than 500, 000 unique visitors to the campaign site (target 100, 000), and out of 9 million Swedes almost 400, 000 voted for their favourite praline. The campaign generated massive amounts of press coverage, with 63 press clips and 226 blog mentions. Almost 140, 000 used the Facebook application and we enrolled 15, 000 fans on Facebook.

Explain why the method of promotion was most relevant to the product or service
It is a known fact that every Swede has a relation to their favourite praline in the Aladdin box, making sure to always grab it before anyone else does. Therefore, we knew we would be able to engage and activate the Swedes to defend and stand up for their favourite praline and save it from being voted out of the Aladdin box. The method used was the well-established, true reality TV style, focusing on the unfortunate one that would gain the least votes and therefore have to leave the Aladdin box.