Wasabröd was founded in 1919 and is today the largest producer of crisp bread in the world. Wasa products are sold in 40 different countries, from Scandinavia to the United States. Wasa has bakeries in Filipstad (Sweden) and Celle (Germany) and since 1999 it is owned by The Barilla Group.
Background and challenge
Wasabröd was founded in 1919 and is today the largest producer of crisp bread in the world. Wasa products are sold in 40 different countries, from Scandinavia to the United States. Wasa has bakeries in Filipstad (Sweden) and Celle (Germany) and since 1999 it is owned by The Barilla Group.
Wasa approached Morgenland with the challenge to build a Facebook community. The goal was to increase the fanbase and to successfully manage the ongoing dialogue with consumers.
RESULTS
300% growth of Facebook fanbase.
During the two years with Morgenland, Wasa has climbed to be among the 35 best brands in the category FMCG on Facebook in Sweden, and we are still growing.
Top 5 FMCG Brands on Facebook in June 2013 according to Social bakers.
Solution
Morgenland appointed a dedicated team who took responsibility for the daily communication at Wasa Sweden’s Facebook. The team created content by monitoring, listening and doing research on relevant topics. This was an effort to always be able to engage the community with great content. With the mission to drive engagement and develop the social conversation with the Wasa fans, Morgenland created activations for product awareness.The Facebook game ”Watch the Sourdough” became a success and created a buzz. This activation gave fans the chance to grow and maintain their own sourdough. The fans had 30 days to bake the best sourdough, take care of it and also invite their friends to get theirs to grow. This was one of the ways to increase awareness of Wasa sourdough products.
”Pass the Sourdough”
Wasa wanted us to digitally activate the launch of their new sourdough product. We decided to make it hard for ourselves and create a game that we hope will entertain their strong social media following. Social gaming is fun, but creating a game is something we treat with the utmost respect since we recognize the challenges in actually making it work. Following months of testing game mechanics, responsive design and testing our moms and focus groups we have now launched the Facebook application – Pass the Dough.The game reflects the perils and patience in creating a good sourdough. With this, virtual tamagotchi users can care, rest, use their knowledge and even steal other Facebook users’ dough – on any device of their choosing. The game has to be played for a full week and the winner will be rewarded with a summer week in the Swedish archipelago and the strong pride of probably being the world’s best digital sourdough baker.
Christmas activation
Since Christmas is one of the best sales periods for crisp bread, Morgenland created an Advent Calendar where the fans were given tricky questions each day to compete for Wasa’s new tastes of Christmas (Gourmet, Cinnamon, and Julknäcke).The strategy was clear: to increase the fanbase Morgenland needed to activate the target group, get them to engage in Wasa’s wide selection and actually get them to try Wasa’s products.
Launch through gamification
When Wasabröd introduced the new tastes Sesam Havssalt, Cinnamon and French Herbs, Morgenland created a digital memory game on Facebook. Morgenland wanted to increase theproduct knowledge through gamification in a great way while engaging the target audience and letting them try the new products.
Digital sampling on Facebook
Wasa launched their new sourdough bread and asked Morgenland to create a digital activation to support the launch. The payoff for the campaign was “For you who can’t get enough of Sourdough”. Morgenland created a game were the fans could send a message to someone theycould not get enough of. Certain words gave more points and if the fans wrote a message that generated a lot of points they could win a sample of a sourdough product to give to a friend.
An ongoing content creation
Morgenland’s work for Wasabröd includes content creation close to brand promise, analyzing and identifying trends and topics to talk about to engage fans. Morgenland are responsible for full production during the digital campaign and activations.That includes concept development of the idea to implement visual design and copy in the right look and feel – and last but not least, technical development of the idea.
When about to launch a new innovative mobile app in one of the most competitive markets in the world, you might need some help. Kwiff asked for three weeks consultancy that ended up being two years full-time work and relocating to London – and a unique brand finding almost a million new customers.
Morgenland is producing digital applications on iPhone and Android for Mercedes-Benz, based on their desire to strengthen its brand and connect deeper with its core customers through their mobile devices.
Viaplay is the leading digital streaming service provider in the Nordics and is owned by listed international broadcasting group MTG. Viaplay offers premium film, series and sports rights to all Nordic households and competes with Netflix, HBO and other SVOD and traditional Pay-TV operators.
Background and challenge
Viaplay is the leading digital streaming service provider in the Nordics and is owned by listed international broadcasting group Modern Times Group (MTG). Viaplay offers premium film, series and sports rights to all Nordic households and competes with Netflix, HBO and other SVOD and traditional pay-TV operators.
TV is going digital and it is happening fast with consumers leading the way. Change in costumer behavior met by new international competitors is disrupting traditional broadcasters and fundamentally reshaping the TV market. Viaplay turned to Morgenland for help with developing a stronger brand position, an integrated communication concept and more efficient creatives driving sales in all channels.
RESULTS
Kickstarted a stalled market with new growth of paying subscribers
+350.000 new subscribers in the Nordics in the first year. (+82%)
Brand tracking from underperformer to clear overperformer in all markets.
From #6 to #1 in brand strength in online music and video services (Sweden).
Solution and communication concept
The consumer is in charge in the new media landscape and undisputed insights are that, for non-linear TV, the user experience is highly individual and personalized. Even if consumers will pay the same price for the same service their preferences, habits and usage will be radically different. Morgenland defined a communication concept for Viaplay to be integrated in all medias, for all content categories and for all Nordic countries. The concept was based on establishing a market leader position, a brand promise of “Discover Your New TV”, using consumers as ambassadors and a playful tonality defined as “We call it Viaplay but you can call it whatever you want.”
INTEGRATION
Content is king in a world of entertainment and MTG acquires some of the strongest rights on the planet. A communication challenge was solved in both integrating the content efficiently in communications and making it connect to Viaplay, especially since much content is shared by sister company Viasat who also offers it as traditional pay-TV. Morgenland devised a communication strategy where driving content still played a key part but was communicated in a different tonality and with guidelines emphasizing the streaming service offer. For creating a communication concept where all units and messages support each other and continuously creates stronger marketing effects, this was integrated in all medias used, from TVCs, trailing, sponsorships, banners, digital activation, print, outdoor, direct mailing, radio, etc.
Display Ads
Sponsorships and trailing
Digital activation
A digital brand is no stranger to interacting and activating its potential customers. Morgenland created the digital activation “CallItWhatYouWant-TV”. Here consumers could choose their favorite scenes and characters from Viaplay’s broad content and personalize their own trailers. Their taste preferences could then be shared with others in all digital medias. See the digital activation site here.
DR, Outdoor, Radio
The Olympics
Defining its position as the strongest premium sports network in the Nordics, MTG also produced and delivered the prestigious Winter Olympics in all their broadcasting and streaming medias. Morgenland delivered, in cooperation with MTG and IOK, the campaign for the digital offer of unlimited coverage through Viaplay, offering more than 1300 hours of streaming at any time and any device. Morgenland created the overall communication for this very special event and also integrated it with the overall brand position and consumer ambassador theme of Viaplay.
Sports content
KIDS content
FULL SERVICE PRODUCTION
Morgenland’s work for Viaplay includes strategic positioning, brand promise, visual and audio identity as well as tactically acting as a creative marketing and production department. This includes defining briefs, suggesting campaigns for relevant content, creating material for the service user experience and producing messages in all channels available, including TVC, Sponsorship, Trailing, Social/Viral, Digital Display, Radio, DR, Landing pages, Imagery etc.
Swish is a service collaboration between Sweden’s six largest banks and the only co-operation they have made since the 1950’s.The service is a mobile application that enables users to instantly move money from one mobile to another.
Not everyday you get to work with a Hollywood legend. Mr Henriksen is the only man that has been killed by Terminator, Alien and Predator. A legendary actor used to working with the biggest movies, franchises and directors. All we wanted was to hear him say “Kaboo”.
