Yves Rocher, a leading french Cosmetics brand, came to us with a problem: How can we get younger consumers to talk and interact with Yves Rocher products. “And we don’t believe just banners or TVCs are the most efficient way in driving traffic to our online shops.”
After a discussion with Yves Rocher, we identified products of interest to be marketed in the period. Being summer, the water proof sortiment seemed to be of particular interest. We also identified Nordic bloggers within fashion and cosmetics to be strong influencers for younger target groups. Brand research also pointed us to the perception of Yves Rocher being perceived as a high quality brand image wise but not very present in modern communication channels, perhaps because of its stronger appeal to older, more mature consumers (“… like my mom”).
Morgenland decided that Yves Rocher needed to physically interact and invite key bloggers to meet Yves Rocher. In a way that showed its products but also created excitement and opportunity for prolonged and natural digital story telling.
In July we contacted 4 leading bloggers from Sweden, Norway, Denmark and Finland to participate in a photoshoot and test of Yves Rochers water proof cosmetics. Dubbed “The Water Proof Challenge” we wanted to get these bloggers to try on the products and then we wanted to test both the products and the bloggers actual endurance with water.
A professional make up artist applied and informed each blogger on the benefits and range of water proof cosmetics. Then we introduced the idea of really putting the cosmetics (and the blogger) to the test through a creation of a Facebook application. Here Yves Rocher´s consumers and the bloggers reader could interact, try and see the results for themselves. In the Facebook application consumers get to see the make up applied and then choose on how they want to test it on their favourite blogger – either by throwing a water balloon or the contents of a goldfish bowl. The result was shot with high speed cameras, recording the water impact, and the bloggers stone faced reactions. In ultra slow motion of 1.000 frames per second.
The Waterproof Challenge was launched in August of 2011 and integrated co-ordinated editorial, advertising and PR activities targeting Nordic females 15-34 years interested in cosmetics and fashion. In just 2 weeks after the launch 32.000 participants had used the application and tested the products on a blogger, more than 50.000 had watched the behind-the-scenes video on Youtube and Facebook registered 250.000 share views in social media postings.
Yves Rocher and Morgenland is now looking at more relevant products and deeper engagement with ambassadors and consumers. Try it out for yourself at the Facebook page or watch the behind the scenes.
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”.
