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SOON TO BE WORLD FAMOUS

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Grand Prix

Title:	SOON TO BE WORLD FAMOUS
Advertiser	SOLO / RINGNES
Product	SOLO SODA
Entrant	TRY/APT ADVERTISING AGENCY Oslo, NORWAY
Type of Entry:	Use Of Integrated Media
Category:	USE OF INTEGRATED MEDIA
Advertiser/Client:	SOLO / RINGNES
Product/Service:	SOLO SODA
Entrant Company:	TRY/APT ADVERTISING AGENCY Oslo, NORWAY
Advertising Agency:	TRY/APT ADVERTISING AGENCY Oslo, NORWAY
Media Agency:	OMD NORWAY Oslo, NORWAY
Creative Credits

Name	Company	Position
Bjørnar Buxrud&Øystein Halvorsen	APT/TRY	Copywriters
Karin Lund&Dennis Tønnkvist	TRY/APT	AD
Eivind Moe & Kristian Bye	TRY/APT	Account directors
Cecilie Thue&Monica Rosengren	TRY/APT	Account managers
Lasse Gretland	Paradox	Director
Kristoffer Archetti		Photographer
Jil Hardin	Source pictures	Producer
Rickard Roslund/Marianne Eskeland	APT/TRY	Graphic design
Pål Smitt-Amundsen	APT	Programmer
Eirik Huse	APT	3

Results and Effectiveness:

With a limited media budget the campaign generated 300.000 visits to Solo.no. 18.000 digital boards for LA were created and shared and 13.500 were engaged in finding Solo Ambassadors across the world. We sent Solo to 113 different countries and received 76 great photos from different Solo ambassadors in return. The campaign reached 80% awareness in the core target group, and left 46% of them with a more positive impression of Solo. Purchase consideration rose from 54 to 67% since the year before, and "favourite brand" rose from 9 to 14%. Sales increased by 7,4% with no new product launches.

Creative Execution:

The campaign started when Solo went to Los Angeles and mounted 3 huge Solo billboards and arranged for tweets about Solo from 3 Hollywood celebrities. In L.A. a film crew documented the event and sampling. This was shown as TVCs, followed by an invitation to make your own digital board on Sunset Boulevard online. More than 18.000 solutions were created and shared. Next step was to send one bottle of Solo to every country in the world. 13.000 consumers helped out and a bottle was sent to 113 countries, resulting in photos from 76 countries. World fame was within reach!

Insights, Strategy and the Idea:

Solo is a small Norwegian soft drink brand fighting big global competitors. With limited budgets, Solo needed to regain relevance among young people (15-22 years). To be talked about, liked and preferred once again - in a year with no innovative launches from the brand. The strategy was based on the insight that Norwegian youth, coming from a small country loves it when someone or something Norwegian gets the attention of the world. So we invited the target group to help us in the ambition to make Solo world famous. And even let them in on the claim to fame.

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