Vaasan brought Robin to the breakfast table
Young consumers expect brands to have more interactive and multi-channeled content. Vaasan met these expectations with their year-long promotional campaign. The campaign involved and activated especially young consumers and lifted the brand loyalty of bread products. We created a multi-channeled promotional campaign together with Vaasan, which was both relatable and activated young consumers. The face of the campaign was the musician Robin Packalen, with which we created a music video.
Concept and campaign planning
Multi-channeled campaign
Film production (music video)
Ecosystem of the production and media planning
Packaging design
Digital materials
Music video gained the interest of the public
We wanted to inspire young consumers to fall in love with everyday moments, such as breakfast. Sometimes the best moments are the unexpected ones – consisting of just fresh bread and young love.
The musician Robin published music in Finnish; this was something the public had been waiting for. We wanted to create a phenomenon, in addition to traditional advertising, which would gain genuine interest and discussion in the media.
This all formed a promotion which showed Robin’s energetic world with an emphasis towards digital channels. The cherry on top was Robin’s song called ”Siinä maistuu hyvä”, its music video and making of video.
Results
Scannings of QR code
There was a possibility to win tickets to Robin’s private gig in case you read the QR code found in the packaging.
Ad recall
The recalling of the campaign was significantly better than the average (39%) – with a limited budget, without advertising in television.
Multi-channeled campaign reached young consumers in the right channels
The promotion was live in many channels, but the emphasis was on digital channels that young consumers use, such as Instagram and TikTok. Robin’s personal accounts were used during the promotion of the campaign, such as in casting and sharing the music video. These media choices were supported with packaging materials, display commercials, landing page and print advertisements. The campaign really thrived in moving image; different media forms contained light, realistic social media materials as well as music video production.
The promotion, especially the casting and the music video, raised a lot of discussion in social media. The song was a success and stuck to the public’s minds. The consumer group were delighted by Robin’s joy of life and the colorful visuals of the promotion.
All in all, 846 people applied to be in the music video and over 55 000 people scanned the QR code and took part of the ticket raffle.
Together, with agility and sense of ease
Katja Willberg, Senior Brand Manager & Lotta Castrén, Media ManagerThe campaign wanted to reach a younger target group in different social media channels in a way that speaks to them and stands out. Nitro has a good handle on the latest trends and functions of social media. We managed to build a comprehensive campaign together with a relaxed and agile team.
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Head of Growth