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.
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.
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”.
The communication concept for Superlenny has delivered amazing results in the Nordics and the UK. We are now pleased to introduce another unit in this long living series. Highlighting the width of the brands offer and an updated sportsbook the new commercial was recorded at Stockholm Stadium.
Assa is the global leader in locks and security. Their brand Yale is launching a new line of smarter digital locks for consumers that uses pass codes, remotes and keytags. Naturally such intelligent solutions requires equally intelligent and impactful TV commercials in UK and Sweden.
Morgenland has created the campaign for launching the Olympic Broadcasts as a streaming service. The integrated work for broadcaster MTG/Viasat and service Viaplay includes strategy, concept, Television spots, Digital Display, Radio, Print etc.
Morgenland continues the cooperation with newly started BetitGroup. After launching the successful Thrills.com the online operator has now in less then six months received a record valuation of 23 million Euro through an investment from british listed i-gaming giant GVC Holdings.
Kanal 5 – One of Swedens most entertaining and well positioned commercial TV channels came to us with an assignment to launch their important fall schedule. The result was an integrated campaign with a strong digital follow through.
Altia, Finland’s leading producer and exporter of alcoholic beverages, have trusted us with one of their prestigous brands. Grönstedts Cognac is truly a Swedish national treasure with an awesome 167 year old brand history.
Need help in your garden? Then you should definitely visit Plantagen, the largest and fastest growing garden superstore chain in the Nordic region. Helping dreams come through – we created a digital tool for their gardeners to meet and design gardens together with their customers.
Kanal 5 is one of Swedens most formidable commercial TV channels. Promising their audience ”Funnier TV”; they always have a lot to live up to. For the launch of this seasons Winter WipeOut, they asked us to develop an idea we had been kicking around for a while.
Sweden has a long tradition with aquavit and PRIMAs range of Swedish brands has roots dating back to the 17th century. We had the great pleasure of providing digital homes to every classic brand and developing the category as a whole.
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.
JAYS designs outstanding audio portables and sound experiences. Morgenland has recently initiated the work to improve their positioning and digital communications and we just wanted to say how glad we are to start working together.
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.
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.
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.
Morakniv was founded in 1891 but the knife making tradition in Mora goes far beyond that. Caring for a product so deeply ingrained in Swedish culture is quite a project, and something that must be taken with care.
We found that, for many people, when asked to think about a knife it is a Morakniv that pops up in their head. This feeling of Morakniv being a part of our collective consciousness and history took hold. A good knife is after all an extension of the bearer’s arm, and therefore really a part of them. This thought led to the creation of Morakniv’s new brand promise: A part of you.
Marking their 125th anniversary, quite a few things are changing for Morakniv. They make a tool dating back to the hunter-gatherers but for consumers living in a never seen before, high-tech urban society. We chose to bring us all back to nature, proving that big adventures can be found in your own backyard.
The Work for Morakniv includes not only commercial video content, but also brand positioning and advertising guidelines, retail display and also interaction for product launch. This little quiz for instance helps you find the knife that is just right to be – part of you.
We are proud and happy that the FWA have awarded our work for Goliath Sportswear and the international campaign for Premium INC as their Site of the Day, the Webby Honoree and the Dope award.
Thrills Casino is one of the most anticipated launches the online gaming industry has seen in years. Morgenland has produced the concept and brand launch, with television spots and integrated digital communications.
Heineken, our favourite dutch beer that sells roughly 17 billion litres a year, launched a global design competition that we were happy to assist in. This year, in celebration of their 140th anniversary, Heineken will create an iconic bottle mixing their past with their future.
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.
eWork is a new kind of consulting company that is listed on the Stockholm Exchange. With a consulting business model for the digital edge the company know provides work for almost 2 Billion SEK and has close to 60.000 consultants on its roster.
Bokus.com – owned by Sweden’s leading book retailer, Akademibokhandeln – is one of the largest online book stores in the Nordics. Morgenland helped Bokus with digital marketing and Youtube films targeted to picky university students.
We take it for granted to be able to shop whatever we need – whenever we need it – online. This wasn’t the case when Bokus went from vision to action in 1997. Back then, they were pioneers on the Swedish book market – today one of the largest online book stores in Scandinavia.,
University students are a particularly important target group for Bokus. The beginning of every semester is a most crucial sales period for all student book retailers and that’s why Bokus decided to make extra efforts during January and February 2015.
Morgenland was asked to come up with a creative idea and concept to increase sales and strengthen the Bokus brand among students. Our main issue was to pinpoint what tonality to use in connecting with this educated and well-informed target group. The communication had to be witty and smart.
Morgenland created a Youtube campaign based on the insight that student literature isn’t always the most fun things to purchase – many students think of it as a necessary evil. We created a concept called ”Ironic Iconic Reviews”. We turned to the bombastic format of reviews of bestselling books such as The Da Vinci Code and created a clash with the academic literature. Playing with overblown reviews for classical textbooks of Law, Programming and Nursery instead of poupular novels took form. And humor helped us communicate something seemingly boring.
The world’s greatest crisp bread producer 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.
Good things dont go unrewarded, so after the success of the Yves Rocher Waterproof Challenge we got to create Yves Rocher’s fall launch this year too. By collaborating with the blogosphere we created some of the falls most beautiful and inspiring looks and content marketing.
Multilotto is a digital lottery service. With the biggest wins from all European offerings collected in one place – the company turned to Morgenland for a communication concept, integrating TV and digital communication.
SodaStream the world’s largest manufacturer, distributor and marketer of Home Carbonation Systems asked us to come up with ideas for digital activation to support their Ice Age 4 campaign and engage the digital consumer in social media.
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.”
