2019 Finalist

Comeback in the North

Amedia Salg og Marked

Oslo, Norway

Category Best Execution of Native Advertising

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.

Central to this 13 month long campaign is native content marketing. In total 10 newspaper supplements were created for both print and digital. Nice reports and experiences were created for consumers and this generated top marks from readers and customers.

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 a long time and changed underway based on continuous research. It used digital channels and print newspapers and was planned from to Z with persuasive advertising in different formats with different tools in each channel. Native content marketing was used central in both channels.

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.

With their own supplement in both channels 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 tight 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.

Central to this 13 month long campaign is native content marketing. In total 10 newspaper supplements were created for both print and digital. Nice reports and experiences were created for consumers and this generated top marks from readers and customers.

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 a long time and changed underway based on continuous research. It used digital channels and print newspapers and was planned from to Z with persuasive advertising in different formats with different tools in each channel. Native content marketing was used central in both channels.

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.

With their own supplement in both channels 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 tight integration between print and digital.

 

 

 


Contact

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