GB Glace - The new spring flings are here

Tillsammans med Klirr skapade Mindshare denna vårkampanj för GB Glace. Målgruppen engagerades och budskapet spreds viralt.

Artikelverktyg

  • Skriv ut

Ladda hem Flash Player För att se denna spelare

Challenge

Our spring 2009 challenge was to create a successful season start, mass ice-cream mania, despite the lack of a strong local ice-cream hero product. We needed to raise awareness and trial of the ice-cream novelties and make certain that GB Glace was top of mind, having extremely positive connotations. The target group was a wide Swedish audience, but also specifically involving young people, who are not as loyal to the market leader GB Glace as the older crowd. Youngsters are however more eager to share tips and thereby potentially great brand ambassadors.

Platform

A theme of "spring flings" (a highly recognized concept in Sweden) was developed and an integrated 360-campaign took this theme to its very limits. The idea was to let social media, with consumer-generated content and a potential viral spread, be a major campaign ingredient in order to engage and build the brand among the young target group.

Design and delivery

Apart from an extensive Metro collaboration (paper wrap, ads, sampling and special GB Glace-covered Metro stands), outdoor advertising, TV station vignettes, campaign site with ice-cream box competition and in-store material, we also created the following community solutions:

  • On Sweden's no. 1 social youth community in the target group, members took a personality test to find out which ice-cream novelty they most resembled. Pictures of the ice-cream then ended up on that person's starting page, urging their friends to take the same test. Viral opportunities were never-ending.
  • There was also a community photo competition, where members were invited to interpret the "spring fling" theme. Other members voted for the best uploaded photo.
  • In addition, the newly engaged GB Glace man (an icon in Sweden) had a Facebook group, appeared in engagement ads and a fun Youtube video, mimicking the Swedish crown princess' engagement.

Results

  • In-store sales increased by 22% despite the 2008 success.
  • Campaign site visits were 534,000, a community all time high
  • Uploaded pictures from the ice-cream test were 200,000 (representing 16% of all 15-24 y.o in Sweden)
  • 33,000 people voted in the photo competition. Several of the top 50 contributions included ice-cream, as did the winning photo.
  • Blog posts mentioning GB Glace increased by 300% in three days.
  • 93% of those who saw the campaign recognized GB Glace as the sender.
  • Purchase intention was as high as 42%
  • Several thousand Youtube videos were played

Context

Visste du att Sveriges första tryckfrihetslag kom så tidigt som 1766? Avsevärda restriktioner följde dock snart.

Media : Print

Invention är Mindshares avdelning för kreativa lösningar oberoende av medieslag.

Tjänster : Invention

Världshälsoorganisationen, WHO, bedömer att 80 procent av hjärt- och kärlsjukdomarna, 90 procent av all typ 2-diabetes och 30 procent av alla cancersjukdomar kan förebyggas med bättre matvanor, rökstopp och tillräckligt med fysisk aktivitet.

Sektor : Livsmedel

De första bakbelysta tavlorna, som framförallt sitter i busshållplatserna, kom till Sverige 1989 med start i Malmö.

Media : Utomhus

Enligt Mediebyråbarometern ökade tv-investeringarna med oväntade 23,5 procent jan-nov 2010.

Media : TV

Mindshare sites:
Stäng
Log-in:
Stäng