Albert Heijn: Albert Heijn (AH)

Credits & Description:

Brand ALBERT HEIJN
Entrant TBWA\NEBOKO AMSTERDAM
TBWA\NEBOKO Amsterdam, The Netherlands Entrant Company
TBWA\NEBOKO Amsterdam, The Netherlands Idea Creation
BIG SHOTS Amsterdam, The Netherlands Production
TOWEL MEDIA Amsterdam, The Netherlands Production
VICE MEDIA BENELUX Amsterdam, The Netherlands Production
VIDIBOKO Amsterdam, The Netherlands Production
APPIE TODAY PRODUCTION TEAM Zaandam, The Netherlands Production
WAVEMAKER Amsterdam, The Netherlands Media Placement
Darre van Dijk TBWA\NEBOKO Concept maker + Creative Director + Art Director + Copy Writer
Niels de Kuiper TBWA\NEBOKO Art Director + Copy Writer
Sander Volleman TBWA\NEBOKO Art Director + Copy Writer
Ernst Jan van Rossen TBWA\NEBOKO Art Director + Copy Writer
Matthijs Slot TBWA\NEBOKO Art Director + Copy Writer
Joep Drummen TBWA\NEBOKO Art Director + Copy Writer
Tibor van Ginkel TBWA\NEBOKO Art Director + Copy Writer
Billy Witbraad TBWA\NEBOKO Art Director + Copy Writer
Vanessa Burgman TBWA\NEBOKO Art Director + Copy Writer
Robin Plaisier TBWA\NEBOKO Art Director + Copy Writer
Ruben van de Groep TBWA\NEBOKO Art Director + Copy Writer
Andrew Maaldrink TBWA\NEBOKO Art Director + Copy Writer
Benjamin de Villiers TBWA\NEBOKO Art Director + Copy Writer
Michel Mac Donald TBWA\NEBOKO Strategy
Pum Buisman VIDIBOKO Producer
Quintin Baker VIDIBOKO Producer
Amber Akkermans VIDIBOKO Producer
Blue ten Burg VIDIBOKO Producer
Jessica Varkevisser VIDIBOKO Producer
Marijn Tempelaar VIDIBOKO Producer
Tieka Masfar VIDIBOKO Producer
Esther Brouwer TBWA\NEBOKO Account
Danielle Jonk TBWA\NEBOKO Account
Jantine Steinmetz TBWA\NEBOKO Account
Sophie Stigter TBWA\NEBOKO Account
Monique Bergers Albert Heijn Project Lead Client
Sophie Frankenmolen Freelance Client
Karina Boom Albert Heijn Client
Mischa Schreuder TBWA\NEBOKO Art Director + Copywriter
Ramon Stalenhoef TBWA\NEBOKO Art Director + Copywriter
Synopsis
Albert Heijn is the leading and loved supermarket chain in The Netherlands that is built on a decade of iconic & disruptive mass advertising. They aim to connect customers, suppliers and employees in a way that makes everyone happy: 'Everybody Appie'. However, the new “Netflix” generation is an audience that skips TV and ads. That’s why we were briefed on finding a new, engaging way to connect with this ‘under 40’ audience.
Strategy
The general Appie Today media strategy is to focus on audiences that are easier to reach via social media. That’s why we have created formats that can compete with culture and make ‘advertising’ likeable again. Content that is relevant and finds resonance within the various segmented audiences.
We had two main objectives:
1. Gain a large and broad audience for Appie Today as social content broadcaster.
2. Connect to the Netflix Generation, a younger audience, starting at 15 years old.
For the first objective we utilized the large social platforms to reach as many people as possible with the popularity of the format. Although organic growth is preferred, we put (low) budget media spends behind the episodes to achieve enough views.
For the second objective we targeted specific audience profiles, with high engagement rates, mainly on YouTube. Primarily through organic growth, and by focusing on high View-Through-Rates.
Relevancy
Appie Today is the world’s first social broadcast channel by a supermarket. It serves everyday fresh content our audience wants to see and be a part of. Our engine thrives of culture; we embody an outside-in approach. It’s the new way of connecting to the ‘Netflix’ Generation.
Outcome
Results have been impressive and pretty unheard of in the current media landscape:
• In only one year we’ve managed to air 29 formats, which amounts to 300+ videos.
• Generating over 25 million ‘Appie Views’ (video viewed for longer than 30 seconds) on a small media budget.
• 30% of the reach is organic (benchmark at 20%).
• Cost Per Engaged Minute is €0.11 (regular Albert Heijn stories: CPEM of €0.30).
• High average View Through Rates of over 30% (target: 25% & regular Albert Heijn content: 20%), with a record-breaking 45% VTR for our 7-minute workout format.
It’s safe to say that we’ve succeeded in connecting to the “Netflix Generation” in an entirely new manner.
Execution
Appie Today is making the shift from a swipe to subscribe culture. It’s making the move from a paid media to an owned media first mentality. By building a media platform that’s constantly learning about the audience and optimizing & enriching content accordingly. Leading to a (cost) effective way of reaching and connecting to the audience.
To get Appie Today off the ground, it took a commitment to change from both the agency(ies) and client side. It called for a new way of working with an editorial approach to producing and campaigning. It’s onboarding new types of talent. It’s embodying an outside-in approach; culture first, brand second. It’s format-thinking. It’s a willingness to try new things and to seek out boundaries. In order to succeed, or fail. And learn from it, fast. It’s accepting that you’ll constantly be in beta. And that this is where the magic is created.
Campaign Description
Appie Today, the world's first social broadcast channel, by a supermarket chain, serves everyday fresh content our audience wants to see and be a part of. That’s because we embody the outside-in approach. Culture first, brand second. Formats are series on food, trends, current events and love, inside and outside the supermarket. And all formats contribute to making customers, suppliers and employees a little happier. “Everybody Appie”.
A few examples: the vlog ‘Happy with Sjoerd’ fulfills the dream of a stock boy with Down’s Syndrome. He’s one of the 2000 disabled people Albert Heijn employs. He’s also a famous vlogger now. The hilarious food format 'I do not know this?' in which customers are startled and inspired with unfamiliar dishes, on a checkout counter. And to get people to move (commercially), there’s the satirical work-out format 'Belly Butt Bonus'. With the seductive Davy King, who uses promo products as dumbbells.