FRISK SOCIAL BOOSTER by 09:30 Creative Agency for Perfetti Van Melle/smint

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FRISK SOCIAL BOOSTER

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Industry Oral Hygiene
Media Promo & PR
Market Netherlands
Agency 09:30 Creative Agency
Director Elian Wils
Producer Merle Wils
Released March 2011

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: PERFETTI VAN MELLE BENELUX
Product/Service: BREATH FRESHENER
Agency: 09:30 CREATIVE AGENCY
Date of First Appearance: Mar 12 2011
Entrant Company: 09:30 CREATIVE AGENCY, Amstelveen, THE NETHERLANDS
Creative Director: Bobbie Walkier (09:30 Creative Agency)
Creative Director: Rolf van Oostrum (09:30 Creative Agency)
Director: Elian Wils (Big Shots)
Producer: Merle Wils (Big Shots)
International Account manager: Vanessa Martodirijo (Perfetti van Melle Benelux)
Media placement: Cinema Campaign - 3 Spots+Viral - Cinema, Colosseum - 12-03-2011

Describe the objective of the promotion.
The message of Frisk in Norway is 'Social Booster'. Frisk will give your social life a boost. Really? Let's prove it! With this activation 'Social Experiment', Frisk will prove their message ‘Social Booster’ is really true. Norwegian people will be connected to each other, without expecting it. Part I of the social experiment: what will happen when a complete cinema audience believe they're connected to another cinema hall? Part II: how will an audience react to different kind of reactions of the other hall? Part III: do they like meeting each other after the movies? Let's find out.

Describe how the promotion developed from concept to implementation.
A social connection with a total stranger without expecting it AND giving you a positive feeling. That would be the ultimate proof of a social booster. Right? It's like the fun feeling you have when you're connected to a complete stranger with your webcam. But wouldn't it be ultimate fun when a complete audience is connected to each other? That's was the starting point of the concept. By faking the live connection with the 'other' cinema hall and using three different reactions of the other audience, Frisk shows how Norwegian react to different kind of approaches from the other hall.

Explain why the method of promotion was most relevant to the product or service.
Three reasons. Number 1: Norway is a country of cinema. Norwegian people visit the cinema many times a year. The movie industry is huge in Norway. Number 2: the cinema is often the start of an evening full of social contacts. Not only at the cinema itself, but after the movie a lot of people go for a drink somewhere in the city. A fresh breath by using Frisk will give you some confidence for the night. Number 3: where else can we give the impression to a complete 'screen focused' audience that they are connected with an other audience?

Describe the success of the promotion with both client and consumer including some quantifiable results.
A boost to the brand experience of Frisk. A boost to get Frisk top of mind. A boost to the brand awareness of Frisk. But also a boost to the social life of Norwegian people. The reactions of people at the cinema were amazing. Smiling, laughing, shouting, waving, dancing and even a complete ovation of an audience. Frisk a social booster? Definitely!