SWEDEN'S LARGEST FIKA by Concept, Prime for Gevalia

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SWEDEN'S LARGEST FIKA

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR
Market Sweden
Agency Concept
Agency Prime
Released May 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: KRAFT FOODS SWEDEN AB/GEVALIA
Product/Service: COFFEE
Agency: PRIME PR
Agency: CONCEPT STORE
Date of First Appearance: May 9 2009 12:00AM
Entrant Company: PRIME PR, Stockholm, SWEDEN
Senior Brand Developer Gevalia: Geraldine O'Grady (Kraft Foods / Gevalia)
Marketing Manager Coffee Nordic: Malin Jennerholm (Kraft Foods / Gevalia)
Brand Manager Coffee Sweden: Jörn Viefhues (Kraft Foods / Gevalia)
Brand Manager Coffee Sweden: Karima Gilali (Kraft Foods / Gevalia)
Key Account Manager: Elin Frendberg (Prime PR/United Minds)
Project Manager: Robert Aras (Prime PR)
Project Administrator: Ola Granfeldt (Prime PR)
Junior Consultant: Lovisa Sunnerholm (Prime PR)
Media placement: Included In Binder - Included In Binder - Included In Binder

Describe the objective of the promotion.
The objective was to gain exposure for the Swedish coffee producer Gevalia as a brand and get as many as possible to try the new, improved coffee. Gevalia also wanted its primary target group, which is mainly located in small and medium sized cities, to encounter and interact with the brand via new channels and in a new context, as well as symbolise the changes and reinforce the perception of Gevalia as a modern brand.

Describe how the promotion developed from concept to implementation
We decided to pay tribute to the historical tradition of Swedish coffee culture by letting cities battle for the prestigious award in becoming Sweden’s best fika-city. During five weekends in May-June 2009, two cities challenged each other in gathering as many people as possible to one, united coffee break event in their city centre. Before every battle, selected local opinion leaders were equipped with material to promote the battle via their own channels. Media was informed about the battle and provided with local results from a fika survey. The whole campaign was also available online via live streaming.

Describe the success of the promotion with both client and consumer including some quantifiable results
Suddenly people wanted to participate in the sampling, which is the complete opposite of traditional methods. The campaign generated a total of 23,851 coffee guests, 142 media clippings with over 70 bloggers, an estimated reach of a third of Sweden’s population. The ambassadors sent over 30 000 invites via Facebook and several hundreds of comments were posted in Facebook groups and blogs. When it comes to being the perfect fika coffee, Gevalia was ranked 33 percent higher among those who had visited the event, compared to the national average. By celebrating the Swedish coffee culture, Gevalia managed to connect with coffee drinkers all over the nation and “Sweden’s largest fika” became the battle that every Swede wanted to win.

Explain why the method of promotion was most relevant to the product or service
Historically, coffee in Sweden has been associated with a typical Swedish phenomenon – fika, which means sitting down and taking a coffee break along with friends. The solution was based on the local patriotism of the residents and the rivalry that exists between certain Swedish towns. The concept activated the target group to let them commit themselves to be the driving force behind the campaign. By organising interactive samplings in the form of large public fika gatherings, which could also be experienced online, Gevalia created environments where the target group could experience Gevalia’s coffee in a new and appealing context.