Altia, Finlands 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. For the last few months we have developed a new communication platform & strategy, created some new packaging and re-introduced this excellent cognac for the swedish market. The brand story puts the tradition of Grönstedts into a modern context and shares the exclusive cognac moments that involves all walk of life.
Here is one of the TVC´s that is now running on Swedish TV channels.
We also created a place for inspiration and education at Gronstedts.se. Here the award winning sommelier Totte Steneby gives us the history of cognac, tastes all of Gronstedts different products and talks about different palettes of taste. You can also get some inspiring tips on how cognac can be part of some great drinks.
At the moment we are also updating extended packaging and are looking into news of activating consumers that want to enjoy and share the Grönstedsts cognac. Stay tuned for more …
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. The idea is simple: if you don’t like our trailers, well then make your own at wipeout.kanal5.se
For the fans of Winter Wipeout this meant providing them with their own trailer editing interface and lots of Wipe Out video material (mostly consisting of people getting hit really intense). The participators can also create their own trailer look, customize the popular commentators, adjust sound tracks and publish their work on Facebook. The season premiere starts at the 24th of Jan and from the amount of created trailers it looks like it will be as popular as ever.
The interactive campaign is co-ordinated with TV, Outdoor and a variety of internet advertising.
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.
Beginning in 1925 Goliath had used the same factory to make shoes for both professional use and leisure. Serving as separate target groups as upmarket cricket players and not so upmarket rugby players. This heritage had defined quite a unique product; combining a long tradition of quality, craftsmanship, sporting traditions and premium design.
Premium Inc now needed to define the brand more clearly, implement a new design identity and continue the story telling of the Goliath legacy for the European consumers of the 21st century.
Working closely with a dedicated client we identified a core within the Goliath brand; a respect for genuine craftsmanship, doing things with passion and not compromising on quality. An idea started to form if we couldn’t meet with similar traditional craft men, who had adapted in to the new millennium. Maybe we could celebrate their work and share our stories.
We started too look for great genuine work that we appreciated ourselves. We discussed with passionate boat builders, instrument makers, chocolate artists, fixed bike communities, and many more. In the end, we decided that the European launch of Goliath would be done by covering three separate communities, by respecting and telling their story through our channels. Morgenland assembled a team and visited and documented Drop Coffee, a Swedish coffee roaster and café. Farm Shop in East London, an urban farming club and Mesh print Club in Rotterdam, a screen-printing community. These three communities were realy open for the idea and where glad that someone noticed there effort. Especially some one that shares their values.
We gave them our time and a possibility to tell their story; What drives them, what rewards are there for their hard work. We didnt want to learn the trix of the trade, we wanted to learn the trade. In a documentary manner we captured their spirit in 3 brand films that now can be seen at the site attention to detail. The website is in the first phase and will develop with every collection we will add new stories. The interactive experience is now also in it´s first phase we decided to put html 5 support before some of the awesome features to come. So now you can get the goliath story both on your iPhone and iPad.
We are proud and happy that the FWA have awarded our work for Goliath Sportswear as their Site of the Day. This is one of the first productions coming out of this newly started agency and we are humbly accepting all appreciation. The work for Goliath was very rewarding in it´s ambitions to genuinely meet, connect and portray craftsmanship communities all over Europe. Doing this together with a truly inspiring (and demanding) client, we had great fun in creating and combining great design, video and story telling. Thanks to all involved and check it out here. !!- Updated !!- Also thanks to DopeAwards for their award! !! Updated – Now also a Webby Nominee for Best Visual Design Aestethic.
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.
Do-It-Yourself home improvement giant Bauhaus found a perfect match in the sponsorship of TV4´s ”Gladiatorerna”. But with all that awareness and attitude comes a need for activation and consumer interaction. In order to connect with viewers and customers we decided to let Bauhaus own muscle men provide some entertainment.
In ”Guess The Power Tool” Facebook users can watch the big guys imitate and describe their favourite power tool. If they guess correctly they can win one and pick it up at nearest Bauhaus store.
By connecting a TV sponsorship with Facebook activation we are already getting a lot of people to figure out what kind of tools the ”Brutal Cutter of Chaos”, ”Master Blade of Thunder” and ”Raging Rotations of Fury” can be. Try it out at their Facebook Page.
