Twilfit is Sweden’s leading retail chain in lingerie for the modern woman. They work with Morgenland in positioning their brand into the digital arena, utilizing their large customer loyalty programme and integrating their communications. With over 60 stores around the country, and recently a webshop, their focus is now turning to integrating communication in a digitally agile way. To more efficiently reach and influence their customers. Morgenland’s work for Twilfit is continuous and long term with several activities focused on creating digital activations providing knowledge and inspiration to more than half a million “Twilfit Sisters”.
This is our latest in-store activation. We created a digital home for the Twilfit Sisters, an area in-store where they could enjoy benefits of promotions and activities and in return provide Twilfit a perfect place to recruit new members and to digitalize existing sisters.
Another concept we are very proud of is “Dagens under” (a wordplay on “wonder” and “under”), which utilizes customer behavior on Instagram. People already taking part in tagging their outfit with the popular hashtag #todaysoutfit could now add the tag #dagensunder and win matching lingerie that work under their stylish garments. We also targeted some of Sweden’s most prominent bloggers with a hand picked selection of underwear, matching their recent posts and delivered directly to their home. All of the bloggers responded with appreciation for the skillful selections made by Twilfit’s lingerie experts. Several of Sweden’s largest online personalities and media outlets reported on the topic and the hashtag #dagensunder made impact on Twilfit fans Instagram feeds, and underwear drawers.
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”.
