Store launch events, brand and product launches in Sweden and Germany, as well as brand strategy for Dunkin’ Donuts Europe.
Dunkin’ Donuts is the world's leading baked goods and coffee chain, serving more than 3 million customers each and every day. The company offers 50+ varieties of donuts, dozens of premium beverages, bagels, breakfast sandwiches and other baked goods.
Jung von Matt’s mission was to positioning, differentiating and launch the brand Dunkin’ Donuts in the Swedish market. The assignment also included new openings and store launch events in Sweden and Germany, as well as brand strategy for Dunkin’ Donuts Europe.
First out, on December 5, 2014, was the opening in Täby Centrum. The objective was to get as many people as possible on the opening days and create hype around the new launch. Target audience: All gender, 16-42 year old, living in the Stockholm area.
Creative direction, art direction, copywriting, graphic design, project and production management, purchase of photo, film and illustrations, community management, and PR.
"Fika" is something the Swedes keep close to heart and an important part of the Swedish culture. With Dunkin’ Donuts, we wanted to take the Swedish fika culture to new levels. We positioned Dunkin' Donuts as a brand new, modern, colourful and joyful brand - not as conservative as the coffee market usually is. Therefore, the brand promise became: The hole new fika. The promise was used everywhere where the campaign spread before the opening event: social media, PR, ads, OOH, DM, flyers, etc.
The solution for the first opening:
Build a hype around the opening by creating a queue event with entertainment, snacks, etc. On day 1, the first one in the queue got the Sweden's first Dunkin’ Donut and a VIP voucher worth 5,000 SEK. Customers 2-100 received an annual card with free donuts. On day 2 and 3, the 50 first customers each day received an annual Dunkin’ Donuts card.
- People gathered and started to queue a day in advance when Sweden's first Dunkin' Donuts opened in Täby Centrum. 100 persons slept over in the mall and people continued to queue three days after the opening - for a total of four days!
- The hype spread across Stockholm: the opening week beat all records and was awarded within Dunkin’ Donuts Europe as Europe's best campaign. Nowhere in Europe has the interest been this big.
- 6,000+ customers during the opening week purchased for an average of 153 SEK.
- Large media coverage (TV, newspapers, magazines).
- On Facebook, we got 10 992 new likes the first week with an average engagement rate of 20 percent and range of 224,000 people.
- Instagram: From 0 to 1 400 followers in three weeks.
Already one year after the premiere success in Täby Centrum, six Dunkin’ Donuts cafes were established in Sweden and Jung von Matt has been responsible for the launches, all with the brand promise "The Hole New Fika”.
DriveNow is a car sharing service from BMW Group and the car rental company Sixt. With DriveNow’s latest 300 BMW and MINI models, you will get around Stockholm quickly, cheaply and flexible. You can find the nearest car with our app and at the end of your journey, simply leave the car wherever you want within the business area.
In order to get Stockholmers to share cars with each other, we launched the company's biggest outdoor campaign to date – "Haffa en bil”. We wanted more people to discover DriveNow’s cool, fun and luxurious BMWs and MINIs and see it as the easiest way to have a car in the city, without having to worry about all the hard work associated with car owners.
Previously, DriveNow has marketed itself on digital platforms and through social media. Now we wanted to reach a broader audience and reach out to all the Stockholmers coming back from their holidays. The campaign reached nearly four million Stockholmers and could be seen on 100 strategically located adshels on Stockholm’s streets, squares, shopping malls, close to public transport and mostly, in Stockholm's subway.
Create a global communication concept and a visual platform that can act as inspiration for local markets to glocalize within.
How to create a concept that is clear enough to build Hyundai’s core values, and flexible enough to allow for local market’s to maximize their operational space.
The concept ”From A to be.” – emphasizing Hyundai’s philosophy that the car is an enabler for a brilliant life.
We gave the visual platform a natural lifestyle look, and a separate guide to the markets for how to reproduce the platform with local photographers or film production companies. The concept allowed for local caption copy.
Valentine’s day is one of Gallerix's most important sales periods and our mission was to create a campaign with tongue-in-cheek humor and a lot of love. The purpose was to communicate the grand seller for Valentine's Day, which is the teddy bears and gift cards.
- In-store communication
- Top banner for Gallerix website
- T-shirts for the staff
Also, take a look at our other work for Gallerix:
Gallerix - Christmas campaign
In addition to other marketing, Jung von Matt works with social media for Dunkin 'Donuts in Sweden and Germany, with the help of German-speaking creators in Stockholm.
Launch the exhibition ”Cosmopolitan metropolis along the silk road” (Staden vid sidenvägen) in Bergrummet to a broad public. Communicate how a multicultural society contributed to China's development during the Tang Dynasty (China's Golden Age) and was an active force in promoting sustainable global development.
The campaign should also show how the past is connected to today and contribute to the use of cultural heritage as an active force in promoting sustainable global development.
Create momentum to reach 30,000 paying visitors.
Make 1400 years old history topical. We linked the exhibition's purpose to today's hot topics: the effects of migration and integration, world religions, feminism and the role of women in society through sensible and somewhat political headlines.
Print, OOH, online (banners triggered by hyperactual issues), social media and PR.
Help UNICEF communicate the need for clean water in Africa.
Every year an estimated 1.5 million children die from the lack of clean water and proper sanitation, making contaminated water more lethal than war. It is clear to us that war is a terrible danger for many children, but the fact that dirty water is even worse is something not many of us know.
The Key Message:
Bad water kills more children than war.
To highlight the problem extremely clearly, we wanted a picture that goes beyond all languages and cultural barriers so that everyone could understand its symbolism. We dramatised the message with a strong picture in which a child holding a water gun against her own head while looking directly into the camera. The picture is photographed by Henrik Halvarsson in collaboration with Marina Kereklidou.
An instant classic that went beyond advertising. The girl with the water gun has spread all over the world as an icon to help explain and emphasise the bad water problem. Also, our work has been displayed at The Museum of Modern Art (MoMA) in New York as a part of the exhibition ”Century of the Child”.
The image has rolled around hundreds of internet forums for social responsibility, and even been copied in oil and watercolors by various artists and graffiti painted across the back of a newsstand on The Shopping Street of Fuencarral in Madrid.
Grundig is a German manufacturer of consumer electronics, domestic appliances, and personal care products. In the Nordics, Grundig was perceived as a traditional quality brand, but seems to be off the radar as far as consumers are concerned. They did not associate Grundig with white goods, but almost exclusively with living-room electronics – TV, stereos, and radios. Conclusion: An old fogy.
The task was to integrate the global ”What really matters” concept with handball players in a 360° campaign and take leverage of the brand's sports sponsorship of GRUNDIGligaen (the premier professional handball league in Norway) while giving more focus on white goods product features.
Move the brand from the perception of being ”old fashioned” – compared to the competition – to a more modern, mid-premium, and contemporary brand. And connect stronger with the somewhat younger generation (male and female, 25-44).
Duplo is a product range from Lego with blocks of the double size, designed for young children aged two to five years old. Parents want to buy toys that stimulate their children imagination. How can we remind parents how stimulating Duplo is for their children’s imagination?
We challenged Swedish adults to guess what kids between the age of two and five built with Duplo. At the same time, we were stimulating the parent’s imagination.
To show how important the first years are for children’s development, and how fast it goes, we invited four groups of kids – one with two year olds, one with three year olds, one with four year olds and one with five year olds - to decorate the shop windows of NK, Sweden’s most iconic department store. Each group got their own display window. All groups were given the same tasks: to build a house. They had two hours to plan and build the house. At their disposal, they had 40 000 pieces of Duplo to play around with.
Because of the timing of the campaign (during school holidays), children could see the campaign with their parents. Consumers were invited to guess what the kids were building. They could observe the process in real time, either in person at the location in Stockholm or via online streaming. The first person to discover what the kids are building won Duplo worth 5,000 SEK.
In a teaser promotional video on the website, seen over 100 000 times, children also gave clues about the object they were building (some of them seem to confuse rather than clear things up). For instance, the young designers inform that their creation “is green, pink, white, yellow and red - they are round, flat, edgy and a little bit sharp, it smells strawberry in detergent.” Any guesses?
For two weeks, the children’s Duplo houses and a video showing how they built them, could be seen in the display windows. At the same time, we reminded parents how stimulating Duplo is for the imagination.
Campaign site, shop windows, exhibition, teaser film, print ads, PR and a radio spot.
Since its launch in 2001, MINI has been a low-key brand with a low market share. When MINI launched MINI Countryman with the global concept ‘Getaway’, our specific challenge in Sweden was to make MINI attractive to more people and create MINI evangelists. And of course to sell more cars.
The world’s biggest reality game on iPhone – transforming Stockholm city into a living game board.
The creative output:
For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in Stockholm city and win a real MINI Countryman. You used an app where you could see the location of the virtual MINI, all other players and yourself. If you got closer than 50 meters of the virtual MINI, you could take it with your phone. Then you had to get away, because anyone within 50 meters could take the MINI from you.
There was a chance to win every game day. If you had the virtual MINI in your iPhone at 8 p.m. you got to drive a real MINI for a week. On the final day, parts of Stockholm were totally jammed with players. The person with the virtual MINI in their phone when the game finished won a real MINI Countryman.
The campaign result.
The campaign created astonishing interaction with the MINI brand. During the game week, 11 413 people participated and transported the virtual MINI nearly 1 500 physical kilometers. Average gaming time was 5 hours and 6 minutes per person. The buzz started spreading within minutes after the app was put up on App Store. Hundreds of thousands discussed the campaign in social media and people from 90 countries followed the game on our website.
The long-term result:
- The total sales of MINI increased by 92% in the first six months after the campaign, compared to the same period last the year before. The total car sales in Sweden increased by 48% during the same period. In short, MINI outperformed the automotive industry with nearly double.
- The brand's top-of-mind increased by 131% and the purchase consideration increased by 350% during the first year.
- The world's third most award-winning campaign in 2012.
Tokyo: the next destination for MINI Getaway.
After a successful launch in Stockholm, the campaign was exported all the way to Tokyo. Although the Japanese version works similarly as the one in Stockholm, it is on a much larger scale; the Tokyo gaming area is almost 32 times larger, at 240 square miles. In addition, both Iphone and Android participants can participate this time. In Sweden, the app was only available for the Iphone.
Also, take a look at our other work for MINI – MINI AT WORK.
Ticket gives Obama the chance to meet Putin at the very last minute.
When U.S. President Barack Obama arrived in Stockholm for a meeting with Reinfeldt, Sweden's prime minister at the time, he was greeted with large, red boards offering a cheap last-minute trip to Moscow. It was the Swedish travel agency Ticket giving Obama a chance to change his mind. For just 196 USD Obama could fly to Russian President Vladimir Putin and have the bilateral talk the Americans canceled a few weeks ago.
"Isn't it more important for you to discuss Snowden than 'femte jobbskatte-avdraget'?"* was the message on the boards seen at the airport Arlanda, outside the Swedish government headquarters Rosenbad and outside Grand Hotel where Obama is staying.
Meanwhile, in Moscow, an identical campaign was carried out directed at Putin. Signs outside the Kremlin offered Putin a last-minute trip to Obama in Stockholm for only 4906 RUB.
* 'Femte jobbskatteavdraget' translates to ‘fifth work-tax-deduction’. A hot current topic in Swedish national politics – but maybe not that interesting for outsiders.
Google approached us with a challenge: How can we become the most influential brand and reach 60,000 of the world's top managers in mobile digital development during the world's largest trade fair Mobile World Congress (MWC) in Barcelona? Google wanted to "own" the fair, and since they weren’t sponsoring that year, it was a particularly challenging task.
When you are at a trade fair abroad, you usually don’t know what places to visit, especially around town our of the congress area. You worry about missing the events, fun parties and all the important people you want to have a chat with.
The creative output:
We launched an app for Google, the "Heat MWC” which allows MWC attendees to identify the hottest popular spots at the event and around town - and connect to fellow delegates. The app helped delegates to connect in a fun and innovative way whilst inspiring businesses to appreciate the power of mobile.
The app users were able to see in real-time heat map where people went; which keynote, stand, event or bar that attracted the most delegates. The most popular and interesting places were shown in red on the heat map. Users could filter as they wanted to; if they wanted to see everybody, only users of a certain mobile platform or people from different countries. And when you found an interesting new contact, by bumping your phones together you instantly exchanged personal details and pave the way for future business.
Google's objectives were smashed by far. 20 percent of the congress visitors, 10,638 people, downloaded the app and the average usage was over 30 hours during the fair's four days. The app was especially popular in the evenings when it was time to look for the best bars with all the important people.
Jung von Matt Sweden was the first external partner to create a technology platform branded by Google. Since then, the technique has been used in several other major events, such as the Cannes Festival.
V is the energy drink from Down Under, imported to Sweden by Spendrups. As a new player on the Swedish market, it wants to become an alternative to Red Bull.
Blended from natural guarana, V stands for ”vitalize” – to give power, energy, and strength. It’s loaded with an Australian mindset and carefree approach to the challenges of life. But how do we tell our brand story to young Swedish people?
Our task was to launch the Australian energy drink ”V” with the global concept: No regrets, mate. The concept is about not regretting what you did, but what you didn’t do. It’s also about the Australian lifestyle and attitude towards challenges. The objective was to make V become a fun, social and experiential brand that’s more laid back and relevant to young people.
Young Swedes like experiencing new things, but they do not always dare to. What they need are a motivational mindset and a positive reinforcement.
Secretly writing funny messages on a friend’s Facebook page is a well-known phenomenon. Now, there’s no need to be sneaky.
Our idea was to get the stiff Swedes to be more like Australians: easy-going av worry-free. With an innovative Facebook app, we gave them the biggest challenge ever: switch Facebook account with a friend for one hour and do exactly what you want – write jokes, notes or post off-the-wall comments. There’s only one catch: your friend can update your Facebook page the same time… No regrets, mate.
After one hour, everything is back to normal again. No passwords are given out and neither one of the friends can gain access to the other’s private messages and settings.
The funniest update won a trip to Australia.
- The campaign completed with a amount of 16.494 plays!
- The average dwell time was strong across the campaign at 78.1 seconds (film length 90 seconds) while the completion rate was also high with almost 65.58 % of all viewers watching the video to the end.
- Appreciation was shown in the Share Rate which was high over the category benchmark at 0.98 %.
- The Interaction Rate was impressive with 3.18 % (category benchmark 2,37 %).
- CTR was recorded above average at 0.81 %.
Since the launch of Sweden's first Dunkin’ Donuts in Täby Centrum, the major investment has continued. Already one year after the premiere success, six Dunkin’ Donuts cafes were established in Sweden and Jung von Matt has been responsible for the launches, all with the brand promise "The Hole New Fika".
We have launched Dunkin’ Donuts in Gallerian, Mall of Scandinavia, Skärholmen Centrum, Kista Galleria, Vasagatan, etc.
Launch MTG’s new channel TV10 – a free quality sports channel for men.
When it comes to sports on TV, free isn’t necessarily the best.
ung von Matt launched TV10 as the home for BIG sports. We created all channel graphics, logo and trailers with the insight: People like BIG sports events.
When the social problem of ”keying” becomes something positive.
In the centre of the conflict – Literally.
Simson & Delila is a biblical story, but this time the director set it in post-war Israel, from 1948 to present day. For the small Royal Swedish Opera, the political consequences could be disastrous, since the Royal Swedish Opera must remain neutral.
Our mission was to renew and strengthen the brand’s image while keeping the classical image of the opera, and also to reach new audiences and make the audience feel included and welcome.
Instead of taking sides, we created an interesting story held in the centre of the conflict – just like the opera itself. On destroyed houses on the Gaza Strip, we sprayed stencils with the opera’s visual. Photo documentation of this became the billboards. An idea way beyond conventional advertising, with high PR value.
In 2002, world class entrepreneurs ABSOLUT and ICEHOTEL had yet another crazy idea: open ABSOLUT ICEBAR together. The premiere in Stockholm was an immediate success. A few years later there were ABSOLUT ICEBARS all over the globe. But after a few years, the owners realised they had to find new ways to elevate the product concept. It had gone stale and sales and visitors were declining.
Ice bars were popping up in most major cities. All of them copies of the Original ABSOLUT ICEBAR. They cannot be stopped as the concept of ice bar is not legally ownable. Visitors could not see the difference between ice and ice… thus, the ice bar concept had become generic.
In addition, the experience has not been made interesting enough for people to want to freeze and buy drinks for more than 15 minutes. So, Jung von Matt was brought in.
Our task was to develop a new global brand platform, implement an interior communication concept, develop and produce communication materials for the ABSOLUT ICEBAR family and develop a communication strategy, brand and graphic identity, design guidelines and visual assets.
Develop ABSOLUT ICEBAR into a strong pillar to drive the Absolut Vodka equity.
We decided on a complete overhaul to enable taking mental ownership of ice, once again. To become a global icon for ice, we combined the Absolute brand's magic with the sensuality of the ice to a unique experience.
We developed a global experience concept based on sight, touch, smell, and hearing – a shift from sporadic (but beautiful) ice-sculpting to ice-sculpting as one component behind a purpose (branded entertainment). We packaged it in different conceptualized themes. Within these themes, we made totally integrated solutions ranging from ice bar concepts to interior design, staff-clothing, menus, drink recipe, light design, scent design, merchandising, promotion, PR, advertising and a new website.
The concept and ice design in ABSOLUT ICEBAR is changed semi-annually in order to constantly present a new evoking experience to the guests. Leading international artists are used to interpret the selected themes, creating experimental ice interiors and sculptures for a constantly changing experience impossible to expect.
From: Franchises complaining over stagnation.
To: New vitality. All-time-high in visitors and sales and happy owners.
One of the highlights is that ABSOLUT ICEBAR was named bar of the year in London 2009 and sales took off in all the bars.
When the modern commercial environment works best, it's not only beautiful to watch and to be in, but also tempting to interact and remember.
A high-engagement integrated campaign to launch the new BMW 3 series.
We were asked to launch the all-new BMW 3 Series Touring on the Swedish market. As the strategically most important car model of BMW, the 3 Series defines the brand as it leads the way for the rest of the model range. It is also the model that accounts for the largest part of BMW’s sales. Our goal was to get people to spend as much time as possible with the brand.
BMW is one of the most desirable car brands. But it’s not alone in the market for premium cars. Mercedes, Audi, Volvo, Jaguar and Lexus – they are all after the same drivers. How do you build an icon brand in one of the toughest businesses there are? The key creative challenge was to create brand preference by engaging people.
The BMW target group are prone to like new stimulation and newsiness. They are competitive and like to be the first with everything. Thus, we gave them a way to experience the possibility to reach that scenario of being first, both from a competitive perspective, but also from a technological perspective.
Since the 3 Series shows the path for the rest of the BMW model range and its competitors, we created the concept The Pathfinder. In a nationwide treasure hunt, Sweden's first BMW 3 Series Touring was hidden digitally on Google Maps. The one who, within a timeframe of three weeks, found the car, won it.
We made it easier to search for the car by dividing Sweden into 180 million squares so that you could see where you have been. As clues, we placed blue pathfinders on the map at intervals that created a path to where the car was hidden. Over time, we reduced the search area by gradually eliminating parts of Sweden. The car was found after 10 intense days.
- Owned: BMW site, newsletter, invoices, showrooms, dealer forums.
- Earned: The ten most influential bloggers in Sweden, public relations to the trade press.
- Bought: Ads, TVC, Facebook-ads, Gowiral.
Proof of effectiveness:
- By moderating all the player's questions and comments, we succeeded in creating a socially engaging platform on both Facebook and other forums.
- 48.000 unique people visited the campaign site. And the players spent on average 3.5 hours with the brand searching for the car.
- On a long-term basis, Jung von Matt has successfully grown the BMW brand on the Swedish market with average annual growth rate of 7 percent.
Metrojobb is one of Sweden's largest job search sites with approximately 140,000 unique visitors a week. Since its inception 2009, Metrojobb has grown significantly and gained market share. In order to further strengthen its position in the market, a new more user-friendly site was launched focusing on the users being able to find their dream job with as few clicks as possible.
Our mission was to create an advertising concept and brand campaign for metrojobb.se that match Metrojobb's modern view of job seeking.
The target audience is conscious, curious people between 18-49 years old who are at the beginning or middle of their career. They are active and motivated job seekers with a wide network. They are widely and highly educated and attractive in the market.
They are confident and actionable individualists with an urban lifestyle. Characterized by attitude, simplicity, mobility, they make sure to have fun at work. They are frequent users of online services and move freely among social media such as Facebook, LinkedIn and Twitter.
- Strengthen then brand with regard to the top of mind, position and preference.
- Increase demand and drive traffic that generates job applications.
The reasons why people want to find a new job can be many and various. We wanted to catch that with tongue in cheek-humor build on recognition and popular culture. The campaign was communicated through television, radio, print and digital channels.
The new BMW X6 is more of a coupe than an SUV. To show this, the family resemblance to an original BMW 6 series coupé is emphasized through semi-translucent paper.
The Royal Swedish Opera is Sweden's national stage for opera and ballet since 1773. It’s a very well-known institution – but hardly trendy. With a loyal audience who slowly dies (!) and lack of new visitors, the opera needed to take a bigger grip and renew its image and communication towards new audiences without losing their faithful circle.
The Royal Swedish Opera’s former communication supported the somewhat dusty image of the opera, which was also supported by the traditional media selection: print in the daily press, where already loyal visitors seek information about the current offer.
Several of the Royal Swedish Opera’s performances are traditionally hard to sell because of their narrow audiences. Our mission was to communicate the Royal Swedish Opera’s performances in a new way to new audiences.
- Strengthen the brand while keeping the classical image of the opera and adding more appealing, inviting (make the audience feel included and welcome) and exciting values.
- Improve the attitude of the opera to make it the most popular theater scene in Sweden.
- Widening the audience and sell tickets to the shows. (The Opera had a limited budget why we had to both build the brand and sell more in each individual campaign.)
Four of our campaigns:
1. Orphée: The modern action-based version of the classic Orphée opera. As the story takes place in the underworld, we conducted the entire campaign underground, in the subway – a brand new media for this "fine" institute. A large photo-realistic 3D decal on the floor of the Stockholm Central Station, posters in the trains and online advertising. Result: 1 568 000 Stockholmers passed by during the campaign and the whole season was sold out.
2. The subscription campaign / Greatest Sits: We linked celebrities in politics, fashion, entertainment, art, and media to actual chair numbers they sat on when they were on the opera (from classical greats such as Martin Luther King, Ingmar Bergman and Prince Eugen to celebrities of today). The idea was to show that each chair subscription is a tangible way for everyone to become part of the opera's history. Result: Opera subscription sales increased 107 % compared to the previous year and new trial-subscriptions increased by 200 %. Also, the campaign was raised for two minutes in the popular television program Parlamentet.
3. The Royal Ballet leaves the Royal Opera: Boring, stiff and “not for me”. That’s a usual perception of ballet. But the truth is that it consists of fashion, art, sports, music and dance – things that people love. To reach new target groups and change their associations into something more relevant, we threw free themed ballet shows outside the Royal Opera House. The first campaign themed ‘Fashion’ was held three Saturdays in a row in Nordiska Kompaniet’s shop-windows. Result: Generating massive media attention, for example, an invitation to perform in TV4. And the whole season was sold out.
4. The Queen of Spades: An opera with an edge: Tchaikovsky’s classic. In a simple and fast way, we highlighted the essence of the performance: gambling and addiction. Print and outdoor.
The long-term result:
- Even the most obscure shows were sold out.
- The audience became more loyal and more people than ever before tried opera for the first time.
- The brand attitude towards the Royal Swedish Opera steadily increased for three years in a row, and finally became the number one theatre stage of Stockholm. Despite a much smaller budget than our main competitors (Stockholms Stadsteater and Dramaten), the Royal Swedish Opera became the most liked theater in Stockholm.
The scope of the assignment:
Our successful collaboration with BMW, that lasted for 19 years (7 with JvM), included both image and tactical efforts such as brand development, 360° campaigns, strategy and concept development, TVC, outdoor, print, digital, retail, PR, campaign sites, store banners, brochures, catalogs, etc. We had the overall responsibility for BMW Sweden and partial responsibility for BMW Nordic and Europe.
We figured out that we made a yearly average of 40 campaigns of various sizes and about 22,000 productions for BMW over the years. We’ve learned that everything, every single communication activity, is just as important. It is not enough with just some prize-winning campaigns now and then (but we do them as well) unless all other communication confirming people's image of a modern, vital brand.
Consumers want to drive expensive cars because of the status it gives them. But BMW had lost its glamor when the yuppies (young people with high paying jobs who gladly displayed their financial position) went off the road in a BMW in the beginning of the 90’s.
We used our tools Brand Egg and Brand Monitor to identify and measure the brand values in comparison with BMW’s main competitors Audi, Mercedes-Benz, Volvo and Saab.
After measuring the brand values for a while, we could se that almost all the tracked values increased, having a stronger connection to BMW than any of its competitors. Exception: BMW was still associated with being less responsible than its competitors.
When we knew this, we were able to base our priorities and decisions on this fact. To attract a broader audience, we had to communicate something else that gives the buyer the feeling of status beyond the fact that they can afford a luxury car.
How can BMW be seen as responsible and at the same time as young and exclusive?
The Key Emotional Driver:
Humans in general, and luxury car owners in particular, have an innate urge to relate to their environment by comparing themselves in relation to others, driven by status and social acceptance. To be seen as someone who drives a BMW instead of a cheaper car just because of the luxury feeling it gives is not perceived as socially accepted.
We had to find a new connection between what our target audience perceives to be high status and what constitutes high social acceptance among others.
Something else that drives status to this competitive consumer group, beyond a good financial standing, is to be a good driver.
What is the tension between the insight and the brand?
With a dynamic and sporty car, which is built to stay on the road and to react more quickly and decisive than other cars, should be more prone to avoid accidents. Therefore, BMW will help its owners to become even better drivers.
The key message:
The safest car is the one that makes you a better driver, because the best accident is the one that never happens.
Reinterpret BMW’s brand essence ‘Joy’ to a more social acceptable alibi and give the drivers a reason to own a BMW by referring to the relationship between car and driver more explicit, not just the car or the driver itself. If you love to drive, a BMW will support you like no other car.
The result after the campaign ”Active safety”:
The measurements from the Brand Monitor showed that BMW went from being rated as worse, to equal and in the end, we had the strongest connection to the value ‘responsible’ in comparison with Audi, Mercedes-Benz, Volvo, and Saab. But perhaps the biggest change was at the dealers, where the individual salesman for the first time could sell safety with a newly found self-confidence.
By never take driving pleasure for granted and always reinterpret its DNA with the change of pop culture and mega trends and constantly monitoring brand strength on every possible level and, we’d successfully launched new concepts to tune the brand. We became the world leader in building the BMW brand.
– Jung von Matt Sweden as the benchmark for all the other markets globally.
The big energy companies have gigantic resources to change the world for the better – but mostly talk about grand visions and future technology. The small energy company Jämtkraft is different. Jämtkraft isn’t just an electricity-vending-machine. It consists of people honestly concerned about how electricity affect our lives. And the company gives a lot back to the local communities, both when it comes to lowering prices and developing infrastructure. No wonder Jämtkraft scores higher than any other energy company in customer satisfaction ratings.
For a long time, Jämtkraft has been focused on its local market, but the time has come to grow. Jung von Matt is proud to help an energy company that isn’t evil.
With the Blackout campaign, we wanted to give people something important to think about: how electricity affect our lives. After all, the most important energy comes from people, not an electrical cord.
The campaign was launched through film, radio, online, and a site that gives 100 ideas on what to do together with your family – without any other energy than human relations.
The electricity industry’s most effective advertising 2008-2011. 265% higher advertising recall per invested krone in media compared to Vattenfall, Fortum, Eon and Telge.
Sales result: + 180% of expected sales goals.
Take a look at our other work for Jämtkraft:
Jämtkraft - Välj din egen fors
Collectum administers the supplemental private-sector occupational pension (ITP) to about 1.5 million private employees. They procure managers and push their fees to maximize the outcome of the pension.
Pension is so hard and boring that people give up - they don’t fight for better terms. But an even bigger challenge: Collectum is an unknown brand with a minimal budget.
Turn the rules. Instead of the savers having to fight to understand, the trustees must fight to explain. Let the banks fight your money. Literally.
ITP Fight Club - a website where the trustees are forced to fight each other about the savers' money, on equal and objective terms, so that employees can compare companies and obtain guidance ahead of their occupational pension choice.
With less than 1% of PPM's budget, we reached more than 97% of the impact (when it comes to people reviewing their placements). Average time on site was 6 minutes. On average, visitors viewed 6.72 pages, which means they conducted the entire fight and visited the managers backstage.
The site was awarded the “Guldkanten” prize for intelligible and innovative pension information.
Hunt understands demanding big city customers.
Hunt, a hunting store in Stockholm, sells everything from rifles and hunting clothes to educations. Our mission was to establish the store as the Stockholm Hunters' first choice when buying new hunting equipment.
For a long time, hunters have been predictably conservative – just like hunting stores. But the modern hunters aren't that impressed by tradition and convention. Hunting doesn’t just have to be about flannel shirts. We wanted to show that Hunt understands the discerning Stockholmers - the new generation hunters.
In an ad campaign, we portrayed the typical Stockholmer. A hunter who drinks latte on a stump in the woods. Another wrecked his pray in a taxi. A third has a chihuahua as a hunting dog.
Since 2008, Jung von Matt has created award-winning advertising to help Hunt become the premium hunting store for this new generation of hunters. Brand awareness +300 %, sales +12 %, hunt education programs + 14 %.
Our mission was to re-launch SodaStream in Sweden. The product was associated with soda and the 80s, and we needed to change that. The argument to avoid having to carry home bottled water, used in the first re-launch, did not work. This despite the fact that it was the main product benefit and consumer need according to the consumers themselves. Why didn’t the main product benefit sell any products?
The Key Emotional Driver:
Even if the consumer need simply will be satisfied by purchasing the product, it’s not linked to our human motivational drivers. Therefore, consumers won’t buy the products. It just won’t be worth it, even if they need, want and can afford it.
The target audience has an innate urge to relate to their environment by comparing themselves in relation to others. Within social groups, they have a need for affirmation, prestige, and power. In short, they want to feel like better persons than their friends who they’ve just invited over for dinner.
By giving consumers the chance to make a statement and an alibi that they can be proud of in front of others, the social acceptance of homemade sparkling water will increase.
The consumer insight:
“I would feel ashamed if I served homemade sparkling water when I have guests over. I’m worried that they will perceive me as lazy, ungenerous or poor. I rather carry home bottled water, than take the risk of being seen that way”.
With the increasing environmental consciousness – the bottle water drinker is the new smoker. SodaStream takes a stand for the environment and starts a war against the bottled water industry. With the best weapons there are: relevant fact-based arguments.
The campaign got a huge impact in media. The bottled water industry tried to fight back – which gave SodaStream even more positive publicity.
SodaStream was transferred from a remnant from the 80’s to a modern statement for the environment.
From near zero (initial public offering) to over 750,000 sold units the first six months, SodaStream got the position of the category leader in the exploding marker for homemade sparkling water and assigned Christmas Gift of the Year.
The new BMW 1 Series and its advertising concept “Compressed intensity” was brought to the audience of a popular lifestyle blog. Instead of a traditional banner, the blog logotype was turned into a banner itself. In line with the idea of “Compressed intensity” all unnecessary vowels were removed.
The banner was launched in an anonymous teaser phase to create curiosity and positive buzz.
By disruptive use of the blog logotype, we achieved an extremely high click-through rate and buzz in the blogosphere. People actually started writing comments without using any vowels!
Also, take a look at our other work for BMW:
The insight: The Tap Project for World Water Day.
The UNICEF Tap Project is a fundraising initiative with the purpose to raise awareness of the global water crisis and generate support for solutions to correct it. The campaign culminated during World Water Week, celebrating the United Nations’ World Water Day, March 22. The day highlighted issues on sanitation in accordance with the International Year of Sanitation, which was established to reduce the proportion of people living without access to safe, clean water.
Restaurants that participated in the Tap Project encouraged their customers to donate 10 SEK ($1) for every glass of tap water they usually drink for free – because for every $1 raised, a child in need can receive up to 40 days of clean drinking water.
We were looking for young Swedish talents to join the team of international creatives at our Hamburg office. But top creative talents are bombarded with LinkedIn messages and emails; these candidates have options. In order to get their attention, we needed to stand out from the competition.
For one day, the entrance to Berghs School of Communication in Stockholm, the world’s leading communication school, became the entrance to a Jung von Matt office. With the message “Why go to school when you can go to work at one of the world’s best ad agencies?” we recruited young creative talents to join our Hamburg office.
Perle de Lait is an unknown product on the Swedish market. When thebrand awareness was measured before the campaign, it was 0% among men and women 20-50 years old. What the consumers are not yet aware of is that Perle de Lait is an unusually delicious, delicate yoghurt with a unique creaminess and taste that differs from a typical Swedish yoghurt. It can also be consumed in a more continental way - for example as dessert or as a more luxurious snack.
The product has been available in Swedish stores for more than 6 years, but sales have not yet started. In order for the product to not be removed from the shelves, a lift was required.
Our mission was to get more people to discover the product, but with a low budget of only 75,000 SEK, purchased media was not an option.
The target audience:
Women around 25-40 y/o who have medium to high income. She has a full schedule and appreciates those times when she has time to enjoy more luxurious products, either alone or with family and friends. She likes dark chocolate, good cheeses and premium ice cream.
New consumption behaviour means that we need to be careful of how we position the product. If launched as “just another yoghurt” it could become the more unhealthy and expensive alternative to the standard breakfast yoghurt. Instead it needs to be a healthier alternative to ice cream, chocolate, etc. We need to make it premium and luxurious in order to live up to price.
The luxurious yoghurt for guilt free indulgence.
Target group insight:
Within the target group, there is a huge romanticism around France and Paris that involves everything from dream trips to music, movies, etc. This world is associated with luxury and indulgence and also rhymes well with the name “Perle de lait”. And hence, something we should take advantage of in the communication in order to create engagement and liking towards the product.
Perle de lait is in fact a possibility for the target group to indulge for a short while in French luxury every day. Get their daily dose of French passion. Hence the concept is: “Small doses of French passion”. We take advantage of all the loved French associations and use them to promote the yoghurt in an unexpected way in the digital world or through specific events.
We selected 11 of Sweden's most read bloggers who are vary popular within our target audience. These bloggers are constantly being courted by companies who want to highlight their brand and products in different ways, so to make them want to write about our product for free, we needed to surprise and take advantage of something that’s close to their hearts.
Many woman in our target audience, including the bloggers, loves France as it stands for everything that ”everyday Sweden” is not – luxurious and enjoyable – associations that fits perfectly with Perle de Lait.
The solution became a special offer to the chosen bloggers' to capture them during the most ordinary and boring time of the day. On a Thursday morning, a bid with breakfast arrived home to the bloggers. But it wasn’t just any kind of breakfast. It was a french dream including the day’s issue of Le Monde, a baguette, orange juice, Perle de Lait, a croissant, brie cheese, marmalade, flowers, and a handwritten card from Perle de lait. And to really maximise the French dream, the breakfast was delivered by two charming and slightly flirty Frenchmen who arrived at a Vespa.
Of the 11 bloggers who got the delivery, 9 wrote about it, all of them positively. Total number of unique visitors per week on those 9 blogs was more than 1.84 million.
The days immediately after the blog posts, sales increases with 9.41% over previous year's highs – much better than we even dared to hope for. It was mainly lemon flavor that increased, the taste that was sent to the bloggers. During the following days, we beat our sales target and sold 37% of expected sales! The sales increase compared to the same period previous year was 52%).
Additional proof of interest created for the product is the activity on Yoplait.se, which is usually low. We did not make any active link between the deliveries and yoplait.se, but despite that, the number of visitors on the website increased by 705%.
A campaign based entirely on earned media is a risk-taking. There are no warranties. But despite that, we managed to achieve the objectives and even surpass them greatly!
The scope of work.
Jung von Matt has been responsible for TV3’s new program launches. This means we had to create effective advertising to TV viewers as well as the business side of media – media agencies, advertisers, and press. Whatever the specific assignment may be, our work is always about what's in the heart of TV3: to arouse strong emotions and bring out strong characters.
To create effective concepts, we use all communication channels. From classical TV ads and trailers to online, events and PR – depending on the creative idea and the target audience.
TV3’s own media tracking shows that there’s no doubt our work was effective. As a consequence, our responsibility was expanded to doing the advertising for TV6, TV8, TV10, RIXFM and kolla.tv, which is also part of the MTG media group.
The launch of the TV show Landskampen.
There has always been a competition between Sweden and Norway, especially when it comes to winter sports. In the TV show Landskampen, a number of our most popular athletes meet in a variety of challenges to determine, once and for all, if Sweden or Norway is the best winter sports country. Peter "Foppa" Forsberg, Pernilla Wiberg, Torgny Mogren and Magdalena Forsberg are some of the names of the Swedish sports profiles participating in the program.
We wanted the Swedes to really stand by our big stars, and at the same time feel that the Norwegians were a little bit too cocky. The campaign started with a music video we made, proclaiming that Norway is the best country in the world and we made it look like the video came from Norway. After a month, the commercials aired where our stars saw this video and reacted... Followed by a huge outdoor campaign, putting our confident stars next to the cocky Norwegians.
This Sweden vs Norway battle campaign was even picked up by Norwegian press.
Why do travel agencies call it ”last minute trips” when they sell the trips for way longer than one minute? That makes the trips become more like regular offers.
Sweden’s World Tours (Världens Resor) sell only very exclusive trips and wanted their last minute offers to be perceived as equally exclusive.
True last minute trips – sell them during only one minute.
A kick-ass last minute offer was sent by SMS or mail to existing customers. To buy the trip, you had to reply ”buy” within 60 seconds. A counter inside the SMS or email showed how many seconds you had left. When the counter started, it connected to our server, which kept track of when every email recipient had his one-minute window.
The persons replying “buy” within time got the trip for the kick-ass price. If you didn’t buy within a minute (i.e. the counter reached zero) a new text appeared saying the last minute offer had expired.
That’s what we call Genuinely Definitely Last Minute Trips.
TV show launches are typically based on trailers in the channel where the program will be broadcast and outdoor ads, but prior to the launch of the reality show ”Sandhamn”, TV3 wanted to try something new. The objective was to create interest in the first episode in a way that was both cheaper, more accurate and led to a greater engagement. Can we get Sandhamn to become a hot conversation topic?
The target audience for the program was everyone between the ages of 15 and 49, but primarily the younger ones. Communicatively, we aimed primarily at the world of Stureplan* because the program was about the intersection between Stureplan and the archipelago idyll. By creating enough interest within this exclusive world, we could gain momentum and reach much broader.
*Stureplan is an area in central Stockholm and a well-known symbol for exclusivity. It is considered a playground for upper-class youth, celebrities, young business executives, etc.
A number of insights led us through the work:
- People in the Stureplan’s elite do not like anyone pretending or claiming to be a part of that group.
- Stureplan’s profiles do not want to mix with "unreasonable" people.
- Most people are fascinated by and love to hate the world of Stureplan.
- People in the country are frequent visitors of communities such as Stureplan.se and Finest.
The conceptual idea was a fictional event company called Sandhamnstek where two completely unknown guys pretended to be stekare (a typical stekare is a brat, usually a twenty-something Stockholmer whose main purpose in life is to show off his/her wealth, or more commonly, the wealth of his/her parents. They would give Swedes the opportunity to experience the glamorous life of Sandhamn.
After a casting process, we found two "initiators" behind the fictional company: Fredrik Nilsson and Mikael Hamrin - two very ordinary guys dressed up as stekare. Through these characters, we could find the balance between the absurd/fictional and the credible. But above all, we wanted to create an entertaining phenomenon with high conversational value, and with a humorous understatement.
The fact that two previously unknown guys suddenly claimed that they belonged to the Stureplan’s elite upset people. The effects were rapid. Already after 12 hours, the big blogs started writing about Sandhamnstek. They were bothered by the business idea itself and made fun of the style of clothing, language, movies and website. And they questioned how the two guys could pretend to be Stureplan’s profiles when nobody knew them.
In just a few days, the blog became one of the most visited in Sweden. The website views also increased rapidly – in 10 days, we got over 30,000 visits, and booking requests began to come in (despite the provocative nature of the company, we got 43 booking requests).
After we revealed that the company was a bluff, the news about the TV show spread like wildfire. Mikael and Fredrik were hailed as heroes, even by those who earlier hated them. The television program Agenda lifted "Sandhamnstek" as an example of the new era of marketing.
But most of all: the first episode was seen by 325,000 viewers. The objective was to beat the average 247,000 viewers. We hit the target with 78,000! The total production cost for the entire campaign was only 185,000 SEK and media costs were only a fraction compared to regular campaigns. We managed to override the target in the number of viewers for a significantly lower cost than previous launches.
Collectum administers the supplemental private-sector occupational pension (ITP) to about 1.5 million private employees. Every year, 1,5 million Sweden receive red envelopes from Collectum, containing personal information on how to maximise their future pension.
When's the last time you felt compelled to look into your pension plan? Probably not recently. Even though this letter is very important, the pension is so unengaging that people don’t even open the envelope. Until the campaign, only 18% of Collectum's affiliated officials had completed their earned retirement pension and received reduced pension contributions. Therefore, we wanted to give the Swedes irresistible emotional reasons to open their envelopes, read the annual message and switch to lower taxes.
In order to encourage Swedes to both open and read their red envelopes, we wanted to prove that a singe letter can change a person’s life.
We went on a hunt for meaningful, genuine, dramatic and engaging stories about letters that changed people's lives. First, we started a Facebook page where we asked people top submit interesting stories about a letter. People could submit their own stories or give tips if they knew about someone else who had one. To get even more stories from people who are not that active on internet, we visited retirement homes.
We selected the best ones and created outdoor and print ads that told the stories and showed how a single letter can change a persons life.
Even if the letter from Collectum might not change your life, it could at least change your pension.
The right messages can make a big difference when it comes to penetrating people's interest barriers, especially in times when people are not as concerned about their private economy or interested in what is happening in their future.
After our campaign, 30 percent more people opened the Collectum letters and read it, compared with last year. That was the highest value ever. The explanation may be that the inviting and "harmless" storytelling has succeeded in penetrating people's mental barriers and making them think about their economic future without directly talking about private economics.
Advertising recall + 45%. The campaign was noted for its creativity even outside of Sweden.
Accent has a wide accessory line with products based on fashion with functional solutions. The chain's position is to be the obvious bag expert – whether it's handbags or suitcases. The other product groups are wallets, gloves, and textile accessories.
Accent is aimed at fashion-conscious women and men who want to complement their wardrobe with the right accessories for all occasions.
Our Christmas campaign for Accent can be seen in stores, print, outdoors and in Stockholm's subway.
Jung von Matt has been responsible for TV3’s new program launches. This means we created effective advertising to TV viewers as well as the business side of media – media agencies, advertisers, and press.
The Mentalist is a new crime series about the psychic police investigator Patrick Jane, who uses highly developed observational skills to read people's minds. To remind selected TV buyers at media agencies of this new TV series premiere on TV3, we gave attention to them on a very personal level.
Each media buyer got a personal letter from Patrick Jane, posted from the US. The letter pinpointed private and intimate details of the receiver that we had secretly gathered from colleagues, family, close friends and old schoolmates. The accuracy of the information was as unexpected and shocking as it was appreciated when realising who the sender was.
TV3’s own media tracking shows that there’s no doubt our work was effective. As a consequence, our responsibility was expanded to doing the advertising for TV6, TV8 and TV10, which is also part of the MTG media group.
MINI is a creative and extrovert brand that fits Jung von Matt like a hand in glove. We have launched a number of models, from the MINI Clubman, MINI Countryman to John Cooper Works – which is based on the legendary 50s race car. Through hard work and unconventional media, Jung von Matt has helped MINI sustain its market share in a declining market.
This is a part of our work for MINI AT WORK - MINI’s business car lease.
Ellos is a leading e-commerce site for fashion in the Nordic market, targeting modern women between 30 and 55 who follow established trends. It is a well established brand benefiting from a very strong awareness, but is perceived as old fashioned. Our mission was to change the brand perception by highlighting “up to date fashion” and modernity.
A fashion emergency service for the women of Stockholm, showing that Ellos is great for trendy summer clothes.
During three days, the women of Stockholm could visit the Ellos Fashion Emergency in central Stockholm and get restyled by professional stylists. They used clothes, shoes and accessories from Ellos summer collection. After the restyling, they got to keep their new clothes for free. Restyled people got their photo taken and the photo was posted on social media.
For those who couldn’t visit the event, we created limited edition outfits selected by famous bloggers. On our website, you could enter a contest to win the outfits. Winners got the outfit delivered by our special Panic Delivery.
300 women got restyled at the Ellos Fashion Emergency and Panic Delivery. 13.000 people visited the event. 450.000 people read about the Ellos Fashion Emergency on blogs and websites.
Jämtkraft produces electricity from renewable sources such as hydroelectric, wind power and bioenergy and sells electricity to customers across Sweden.
Origin labelling for real.
Eight out of ten Swedes want to know how their electricity is made. If you buy it from Jämtkraft, you even get to choose which rapid in Jämtland it comes from. A completely new kind of offer presented in TV-commercials, banners and a campaign site.
The electricity industry’s most effective advertising 2008-2011. 265% higher advertising recall per invested krone in media compared to Vattenfall, Fortum, Eon and Telge.
Sales result: + 180% of expected sales goals.
Take a look at our other work for Jämtkraft:
Jämtkraft - The Blackout (Strömavbrottet)
Ticket Leisure Travel is the largest private travel agency in the Nordic region. Ticket offers travels from all leading charter and tour operators, cruise lines, airline and hotel companies via retail stores, telephone sales and online.
The brief was to create attention and interest for Ticket as a provider of Last Minute Travel.
In a myriad of travel agencies who offer last minute travel, we wanted to show that your dream trip is closer than you think – and that a last minute ticket from Ticket is the way there.
We went for a creative media solution and created an ad were the person in the picture is reading the same magazine that the viewer of the ad is holding. The headline, Last Last Minute Travel, concluded the message.
The television industry is no pick-nick. This industry is in a middle of a recession, which means fewer advertisers, which means less money. MTG, the leading media company in the Nordic region knows that better than anyone. And just like other media companies, they also know that to get advertisers to advertise, you have to get one thing: viewers. That’s where Jung von Matt comes in.
MTG has trusted us to handle the communication for eight of their brands: TV3, TV6, TV8, TV10, RIX FM, kolla.tv, Radio1 and Lugna Favoriter. TV3 is their absolute crown jewel and our objective was to make TV3 more popular among women between 25 and 37, which also happens to be the target for our main competitors SVT, TV4 and Channel 5.
We picked up the essence of TV3 and turned it into the differentiating communication platform – Strong feelings. Strong characters. That also became the recipe for creating engaging and evolving advertising in a consistent and brand building way.
Of course, this meant we had to send urine samples to media agencies (Superstars), to mess with the poor and fortune (Lyxfällan), to make fools our of rich people (Sandhamn), and even to give up morning blow jobs (new TV3).
We’ve launched over 25 series trough tv trailers, print advertising, outdoor, radio, online, direct marketing, and PR.
TV3 has set numerous of viewing records. On prime time, they often reach more viewers than TV4, the largest tv channel in Sweden.
What's your dog up to when it's home alone?
Stockholm Hundforum offers a variety of services for you and your dog centrally in Stockholm – dog daycare, courses, dog shop, etc. These days, most of our dogs spend their people’s workdays at home alone and we’ve all heard stories about dogs who misbehave while their guardians are away. Home-alone dogs get bored, and bored dogs are often “naughty” dogs.
If you don’t keep your dogs busy, they’ll find something to do on their own – and you may not like it. They might start to chew things up, decorate the floor with household trash, disturb the neighbors, urinate in the house, or…
We emphasize the importance of dogs being activated during daytime by showing what must be among the worst one can see somebody do, whether it's a human or dog.
The concept: The New British Racing Green.
The new MINI Cooper D has an environmentally-classed engine which makes it both green and – as MINI’s always have been – fun.
British (heritage) Racing (power) Green (environment).
An innovative multi-user banner for an innovative product.
All GORE-TEX® innovations are inspired by animals. In this case, gloves, inspired by the gecko’s feet. This banner ad was designed to demonstrate the good grip of the gecko-inspired gloves online.
To let one single user interact with a banner is nothing new. Instead, we created a “multi-user” interactive banner. To make it really unconventional, we register each user’s mouse cursor. When you move your mouse cursor over the ad, it gets stuck, together with the cursors from all other users. We register and collect every viewer’s cursor, so over time you see more and more being stuck – soon crawling all over the gecko.
An innovative technological and visual solution that explains the gloves excellent grip.
Macbeth is one of the world's most popular operas. The loyal fans come without advertising, but how can we attract new visitors to see the show?
Macbeth is the most unfortunate drama of history - followed by a curse for 403 years. The bad luck is said to be evoked when someone pronounces the name Macbeth in the building where it is played. Therefore, scene workers use rewrites like The Scottish Play, Mackers or Macbee instead.
In addition to print, subway and online advertising, we sent an invitation to reviewers in the form of a first aid kit. Those who thought that the curse sounded like superstition could go to the website and read about all accidents and deaths that affected Macbeth's performances and how they could lift the curse.
The whole season was sold out and we reached new, younger audiences.
Ellos, the leading e-commerce site for fashion in the Nordic market, wanted to reach more trendy, city people for their new summer collection. Our task was to advertise the collection through an event that combines both offline and online while communicating ellos.se as the place to get ready for summer times. The purpose was to position Ellos as a major e-commerce actor and increase fashion perception in the target audience.
Primary target audience: women, 25-40 years old. She is currently not a customer at Ellos because she sees Ellos as a low-grade brand. She thinks it's important to be modernly dressed and reads blogs and fashion magazines for inspiration and tips about the latest trends.
Secondary target audience: Ellos existing customers. The activity should also appeal to them.
- Move Ellos into a more modern and innovative brand.
- Change the perceived fashion level of the Ellos brand of the primary target audience who believes that Ellos is not a trendy and innovative fashion brand. The key challenge is that existing customers and non-customers have a very different perception of Ellos.
- Drive traffic to the website.
Our competitors H&M and Nelly.com are perceived to have a be more high fashion brands than Ellos. Among other things, it’s because they put in their products in a high fashion context (design collaborations, famous models, special collections, etc.) Ellos products can not on their own create the perception of a trendy brand. Therefore, we need to put the summer collection in a context that is perceived trendy and innovative.
We wanted to offer a new way of experiencing the collection and shop by opening 15 virtual pop-up stores all around Sweden – next door to the most high-profile stores at shopping streets such as Hamngatan and Biblioteksgatan in Stockholm, as well as Järntorget in Gothenburg, among others.
During two weeks, the audience could shop at the virtual pop-up stores through an app. Every day, a new shop was opened for just three days. When they were within the geographic coordinates of the store area, they could shop directly through their phones by turning their phones into camera mode, aim for the products that appear and take the items by clicking on them.
The twenty first consumers to find out to the stores and download the app got free products from Ellos summer collection. Everyone else got a 50 percent off at the entire range.
Gallerix has one of Sweden's largest assortment of posters, framed art, canvas, photo art, prints and frames for sale both in stores and online. The chain also offers its customers the opportunity to print and frame images directly in the stores' print studio and frame workshops.
Our assignment was to launch a Christmas campaign for Gallerix. The goal was to get people to print and frame their pictures at Gallerix and give them away as Christmas gifts.
- Key Visual for use in all channels
- Units for storefront windows and POS
- Assets to website and Facebook
- PR / Collaboration with bloggers
- Direct mail advertising
The insight and solution:
Everyone has experienced that gift-giving anxiety before Christmas. What should I buy? How will I make time for that? For many of us, gift giving is no simple matter. It’s challenging to find affordable, thoughtful gifts given our limited time. Therefore, many purchase decisions are taken in-store.
But there is no reason for stress. People already carrying their super personal Christmas gifts in their pockets as they shop – the pictures on their phones, in their Facebook feed or on Instagram. We want to make the way to Gallerix short by getting people to print the pictures directly from their phone.
Stora Enso is a leading provider of renewable solutions in packaging, biomaterials, wooden constructions and paper on global markets. Our mission was to raise awareness of Stora Enso, to establish a closer relationship with university and college students and to make them perceive Stora Enso as a modern and attractive employer – the global innovator in the packaging, paper, and wooden constructions industry.
University and college students in Sweden, especially in civil engineering programs.
A competition that was about taking care of Stora Enso's main raw material: the tree.
The hub of the campaign was Stora Enso Sweden's Facebook page where the students were able to sign up for a competition. The competition was about to grow a pine plant as much as possible for three months.
The first 500 who signed up got a plant sent home in a specially designed Stora Enso package. The package contained a pine plant in waterproof corrugated cardboard, a wooden yardstick and a USB memory made of paper with cultivation tips. The one who had the tallest plant after three months won a trip to Brazil. There, the winner visited one of Stora Enso's largest factories to showcase the company as a global employer.
To drive traffic to the Facebook page, we marketed the competition through posters at colleges and universities, Google and Facebook ads and ads in Metro Studentliv and on the website Campus.se.
Results for the campaign period (February 1 - March 1):
- 550 entries to the competition
- 388 new likes on the Facebook page
- 5,000 visits to the Facebook page
- Winner of the advertising competition Gyllene Hästen with the motivation "In a digital world, the winner dares to be as analogous as possible. Through the campaign, Stora Enso made the target audience, with huge dedication, to actually care about something living. The campaign was also a big success for the company’s growth.”
Di.se is Sweden's largest economy site with almost one million unique visitors each week and one of the country's largest media sites in general. Di.se monitors, reports and analyzes economic and political developments in Sweden and internationally.
Through a range of services, the new di.se provides its readers more personalized and relevant content - in a simple and convenient way. Jung von Matt's mission was to draw people's attention to the new di.se, make users log in and use the new services.
Instead of readers spending time and energy to find the right news, the news will find you.
The scope of work:
Jung von Matt's collaboration with Dagens Industri and di.se included both image and tactical efforts, such as print and digital ads, banners, newsletters, direct advertising, etc. The scope of work was about 50 productions every six months.