International Clothing Company Premium Inc came to us with one of their brands and a simple question. How do we tell the story of this fantastic brand and what should it look like? The brand was Goliath and the brand essence quite remarkable.
Beginning in 1925 Goliath had used the same factory to make shoes for both professional use and leisure. Serving as separate target groups as upmarket cricket players and not so upmarket rugby players. This heritage had defined quite a unique product; combining a long tradition of quality, craftsmanship, sporting traditions and premium design.
Premium Inc now needed to define the brand more clearly, implement a new design identity and continue the story telling of the Goliath legacy for the European consumers of the 21st century.
Working closely with a dedicated client we identified a core within the Goliath brand; a respect for genuine craftsmanship, doing things with passion and not compromising on quality. An idea started to form if we couldn’t meet with similar traditional craft men, who had adapted in to the new millennium. Maybe we could celebrate their work and share our stories.
We started too look for great genuine work that we appreciated ourselves. We discussed with passionate boat builders, instrument makers, chocolate artists, fixed bike communities, and many more. In the end, we decided that the European launch of Goliath would be done by covering three separate communities, by respecting and telling their story through our channels. Morgenland assembled a team and visited and documented Drop Coffee, a Swedish coffee roaster and café. Farm Shop in East London, an urban farming club and Mesh print Club in Rotterdam, a screen-printing community. These three communities were realy open for the idea and where glad that someone noticed there effort. Especially some one that shares their values.
We gave them our time and a possibility to tell their story; What drives them, what rewards are there for their hard work. We didnt want to learn the trix of the trade, we wanted to learn the trade. In a documentary manner we captured their spirit in 3 brand films that now can be seen at the site attention to detail. The website is in the first phase and will develop with every collection we will add new stories. The interactive experience is now also in it´s first phase we decided to put html 5 support before some of the awesome features to come. So now you can get the goliath story both on your iPhone and iPad.
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”.
