2019 Finalist

Comeback In The North

Amedia Salg og Marked

Oslo, Norway

Category Best Marketing Solution for an Advertising Client

Media associated with this campaign

Overview of this campaign

The interplay between channels and communication tools has given great results. Traditional and digital channels work successfully when ideas and creativity are systematically combined with various tools within the advertising craft. We have proved this locally with Nordlys in Tromsø.

The keywords have been long-term thinking and integrated communication- together with the strengthening of grocery chain Rema 1000’s values after a period of declining market share. 2017 was a tough year for the Rema 1000 brand.

The campaign “Comeback in the North” lasted 13 months. It used digital channels/internet and print newspapers and was carefully planned from A to Z with persuasive advertising in different formats using different tools in both channels. Also native content marketing was used in both channels. In addition to this Rema 1000 could dominate in their own newspaper supplements- free from their competitors in the grocery industry.

Amedia, Nordlys Lad and Nordlys had to open up their bag of tricks in order to realise the customer’s goals. They had to get people into the shops and they had to get the brand to shine. The messages in the communication on the web and in print had to both stimulate shopping and create credibility and a good atmosphere. In addition Rema 1000 was given exclusivity to advertise in a newspaper supplement, targeting its defined market.

Rema wanted to increase turnover but it also wanted to spread added value- such as profiling their local grocers, giving nice tips and practical advice. In short, just being the pleasant and nice local grocer. A change in the attitudes towards Rema 1000 had to be effected. The local grocer was central in the content marketing.

The campaign’s focus on native content marketing was well-received. Research shows that the marketing received enormous attention and was well-liked. All this despite Rema 1000 having difficulties with its reputation.

Each channel, digital and print newspaper, delivered but the big difference was the total integration between print and digital.


Results for this campaign

The interplay between channels and communication tools has given great results. Traditional and digital channels work successfully when ideas and creativity are systematically combined with various tools within the advertising craft. We have proved this locally with Nordlys in Tromsø.

The keywords have been long-term thinking and integrated communication- together with the strengthening of grocery chain Rema 1000’s values after a period of declining market share. 2017 was a tough year for the Rema 1000 brand.

The campaign “Comeback in the North” lasted 13 months. It used digital channels/internet and print newspapers and was carefully planned from A to Z with persuasive advertising in different formats using different tools in both channels. Also native content marketing was used in both channels. In addition to this Rema 1000 could dominate in their own newspaper supplements- free from their competitors in the grocery industry.

Amedia, Nordlys Lad and Nordlys had to open up their bag of tricks in order to realise the customer’s goals. They had to get people into the shops and they had to get the brand to shine. The messages in the communication on the web and in print had to both stimulate shopping and create credibility and a good atmosphere. In addition Rema 1000 was given exclusivity to advertise in a newspaper supplement, targeting its defined market.

Rema wanted to increase turnover but it also wanted to spread added value- such as profiling their local grocers, giving nice tips and practical advice. In short, just being the pleasant and nice local grocer. A change in the attitudes towards Rema 1000 had to be effected. The local grocer was central in the content marketing.

The campaign’s focus on native content marketing was well-received. Research shows that the marketing received enormous attention and was well-liked. All this despite Rema 1000 having difficulties with its reputation.

Each channel, digital and print newspaper, delivered but the big difference was the total integration between print and digital.


Contact

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