Solo: MESSAGE IN A BOTTLE, 2

Credits & Description:

Advertiser: SOLO AS
Agency: TRY/APT ADVERTISING AGENCY
Category: Best Use of Ambient Media: Large Scale
Advertising campaign: MESSAGE IN A BOTTLE
3d Artist: Christian Lundvall (Try / Apt)
Art Director: Dennis Tönnkvist (Try / Apt)
Account Supervisor: Eivind Moe (Try / Apt)
Art Director: Martin R. Thorsen (Try / Apt)
Web/Technology Developers: Pål Smitt-Amundsen (Try / Apt)
Account Manager: Marianne Unnemark Dønnum (OMD)
Flash Developer: Øyvind Nordhagen (Try / Apt)
Flash Developer: Thomas Lein (Try / Apt)
Copywriter: Bjørnar Buxrud (Try / Apt)
Art Director: Karin Lund (Try / Apt)
Account Supervisor: Linda Kling (Try / Apt)
Copywriter: Øystein Halvorsen (Try / Apt)
Designer: Rickard Roslund (Try / Apt)
Web/Technology Developers: Thomas Sømoen (Try / Apt)
Director/Producer: Antimedia (Antimedia)
Industrial Designer: Bård Eker (Eker Design / Hydrolift)
Account Manager: Cecilie Thue (Try / Apt)
Web/Technology Developers: Knut Skåla (Try / Apt)
Account Manager: Monica Rosengren (Try / Apt)
Designer: Thomas Bråten (Try / Apt)

Strategy
Solo aims to be the most preferred softdrink in Norway in a main target group 15-19 ( 15-25 ).Solo is a small local soda in a big global market. It is been around since the 30’s and is considered to be something of a national soda. Solo was considered as great tasting, but outdated and irrelevant for young people. In a small country, international recognition is the ultimate acknowledgement - especially for the global digital generation. Five lines about Norway in NY Times can make the front page of our largest newspapers. The client wanted to reinforce Solo's legacy as THE Norwegian soda, but in a contemporary way. In the past, Norwegians explored poles and crossed vast oceans. Leaning on this adventurous past, we decided to send Solo on to an surprising and engaging expedition, leaving it to the ocean currents to decide who gets to taste.

Execution
Since, in many ways, the Bottle is the media, we needed to think differently of how we would use it and how traditional media would be used strategically. We know that the target group is digital so that needed to reflect our use of the bottle. Social media has been the voice of the campaign. (facebook and twitter). But we needed more varied attention.Since we had a great story, we made a collaboration with the biggest media house in Norway that could guarantee us 94% reach in the target group during the week in all their channels. To be effective with the budget we use targeted behavioral systems to be sure that we were aiming at the target group with our ads. We also got our own web-tv programs which tells the story about the bottle, from the idea, building and to the launch in Tenerife. We have been using display. mobile, web, print etc. The collaboration has more than tripled our media investment.

Effectiveness
Since we are still out there floating - no final results!Solo has increased sales since launching 'Soon to be world famous' and is now the market leader in the Orange Soft drinks category ahead of Fanta. Target group (15-19) preference is now 63% - up from 59%. Share of market in TG is up 1.1% of the soft drink market since campaign launch.Facebook fans are up 367%, Twitter 2286% and 150.000 people have visited www.solo.no with 718.832 page views. 15.000 places have been pinned on the world map.148 countries has visited www.solo.no and more than 2000 cities.