SUPER-POWERED ADVERTISING: “Solo Goodie Bag”

Solo Goodie Bag

TRY, with APT / Stream / Pravda / OMD / Yellow Banana
Solo
Gold in Mobile, 2016 Gulltaggen Awards

“The campaign stands out in several areas, and shows thorough work from start to finish. The campaign exploits the capabilities within mobile in a comprehensive, targeted and innovative way. Getting the target audience to set the clock after the time of advertisement is nothing else but brilliant!”

Camilla Grund
Managing Director
Vizeum Norway

To stand out in a crowded, declining market and boost sales to boot, Solo created an app that made its advertising not only welcome, but sought out. Solo is an orange soft drink with a history so deep in Norway, its branded fashion accessories have become a retro hip fashion statement. To capitalize on this chic, Solo built an app that helped people get more Solo gear. It recognized whenever someone was near Solo advertising—whether it was a TV spot, digital ad, or at a live event—via hidden sound scans. Each time a user’s phone recognized an ad, the user was entered into a drawing for Solo gear. Users who didn’t win could collect 10 sound scans to get a free Solo. Users were also entered into a weekly drawing if they took a selfie wearing Solo gear and posted it to Instagram, resulting in 30,000 photos. Solo turned a demand for fashion into demand for its soda with a mobile marketing masterstroke.

Select Success Metrics

  • Solo’s sales increased by 2% and “value” increased by 10%, meaning more people were buying Solo at a higher price
  • The campaign reached 84% of the youth market in Norway
  • Solo counted 160,000 app downloads

Case Study Video