Libero Diapers - "Up & Go"

Forsman & Bodenfors Göteborg

Forsman & Bodenfors Göteborg Göteborg, Sweden

Премии

9880

Бренд: Libero Diapers
Страна: Sweden

Рекламодатель: SCA Group

Заголовок	Up & Go
Агентство	Forsman & Bodenfors Göteborg
Кампания	Up & Go
Рекламодатель	SCA Group
Бренд	Libero Diapers
Posted	Декабрь 1999
Бизнес сектор	Подгузники
Слоган	For Kids That Can Walk.
философия	Creative Strategy: To work in many countries, only a few, untouchable rules: the end-frame, the typeface and the attitude. The classic diaper attitude was believe us, because we are experts. The new attitude was OK, we know, weve got kids ourselves. Ads with clear, relevant messages that people like to watch. If you can do it with beer, cars and household appliances, why not with diapers? Media Strategy: No change was made. TV stayed on as the preferred channel supported by parental magazines. Invested in a picture bank to be able to use the same picture material in all printed messages in all markets: ads, direct mail, trade folders and in-store material. Emotional and entertainment focus was placed on TV while in-depth information made available closer to point of sales. Results: From the first launch in May 1998, Libero market shares have increased steadily. In September 1999, a year after the campaign started, Libero was about twice the size of Pampers in Scandinavia. Furthermore, the advertising has proven to be different, remembered and liked
Проблема	Marketing situation: A child uses diapers for about thirty months, which means that more than a third of the target group is exchanged every year. The Nordic market uses some 1.2 billion diapers each year. It has been dominated by two major players throughout the nineties, Libero by SCA and Pampers by Procter & Gamble who were head to head on equal market shares for 7 years. Until 1998. Advertising Objectives: Efficient advertising - every showing has to do a better job. Flexible advertising - SCA does not have the muscle of its competitor so it has to act quicker and adapt to each market. Different advertising - if products tend to be similar, personality has to be more distinct. More popular advertising - nobody liked diaper ads, what a great opportunity!
Тип медиа	Телевидение
Длина	45 seconds
Рынок	Sweden
Звуковая дорожка	Also Sprach Zarathrustra
Копирайтер	Jonas Enghage
Арт-директор	Kim Cramer
Продюсер агентства	Maria Bergkvist
Директор	Jörgen Lööf
Оператор-постановщик	Kjell Lagerroos
Продакшн Студия	Atmosfär Production
Менеджер по рекламе	Hans Anderson
Специалист по работе с заказчиками	Stig Sogaard
Композитор	Richard Strauss
Продюсер Продакшн Студии	Birgitta Akesson