Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: VATTENFALL
Product/Service: VATTENFALL
Agency: INITIATIVE MEDIA
Head Of Innovations: Jörn Illing (Initiative)
Innovations Consultant: Lukas Brocks (Initiative)
Managing Director: Martin Kahl (Aussenborder TV)
Media placement: Cinema Spot - Cinemaxx Hamburg - 28 November 2011
Media placement: Cinema Event - Cinemaxx Hamburg - 28 November 2011
Media placement: Cinema Spot - Cinemaxx Berlin - 28 November 2011
Media placement: Cinema Event - Cinemaxx Berlin - 28 November 2011
Media placement: Cinema Spot - Cinemaxx Cottbus - 28 November 2011
Media placement: Cinema Event - Cinemaxx Cottbus - 28 November 2011
Describe the objective of the promotion.
The Swedish energy supplier Vattenfall faces the challenge of communicating its dedication to sponsoring the international ski federation FIS in Germany. The hitch: Vattenfall’s German core markets – Berlin, Hamburg and Cottbus – are far away from southern Germany’s mountains, snow and skiing. But this is exactly where we need to communicate the sponsorship in an emotional way. Further the connection between electric energy and skiing is not obvious although fundamental components of skiing (e.g. artificial snow) are be impossible without energy. The solution needs to be emotional in order to create a high level of involvement.
Describe how the promotion developed from concept to implementation.
Installing ski simulators and info screens at local cinemas we converted the foyers into virtual slopes and brought the spirit of winter sports to those who weren’t able to experience the fun of skiing otherwise. The event became a highlight to enjoy before and after each film. On the actual movie screens a commercial explained Vattenfall’s dedication for the FIS. After that, by waving their arms and hands, movie goers were able to supply the necessary energy for virtual contestants of an interactive game to finish the race and thus experience Vattenfall’s role as an energy supplier for skiing, firsthand.
Explain why the method of promotion was most relevant to the product or service.
Involvement and interaction were the key to explaining Vattenfall’s role in winter sports to the consumer and cinema is still one of the most involving media in Germany as watching the advertising before the movie is still part of the experience for many people. In order to point out the connection between electricity and winter sports (especially ski world cup races) on an involving and emotional basis the big screen yields the biggest impact, so cinema was the perfect choice for the promotion.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign reached 3.1m people. A follow-up survey showed: for those who experienced both the event and spotted the recognition for the ski sponsorship reached a level of 82%. This proves an awareness increase of nearly 500% within our target audience. Thus we have successfully communicated Vattenfall’s commitment for the international ski federation and the connection between electric energy and skiing.