SUPER-POWERED ADVERTISING: “Solo Goodie Bag”
Solo Goodie Bag
“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!”
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