2019 Finalist

Comeback In The North

Amedia Salg og Marked

Oslo, Norway

Category Best Use of Consumer Research

Media associated with this campaign

Overview of this campaign

The grocery chain Rema 1000 wanted to both increase turnover and use the brand to create positive engagement after experiencing declining market share in 2017. At the end of 2017 the tight partnership started between local newspaper Nordlys and Rema 1000 in Tromsø.

They would solve challenges within communication and get Rema 1000 moving again both turnover-wise and positivity towards the brand

Rema 1000 had a lot of relevant research to offer in relation to the challenges they faced. We did a deep-dive in many researches. In addition we had to initiate research ourselves. In order to solve the challenge we had to increase our knowledge. We had to know more about the status of the Rema 1000 brand, why the status was as it was, and we had to know if people in Tromsø were or were not satisfied with the shops, service and prices amongst other things.

We didn’t just do a lot of research before we started with Rema 1000. Just as important was doing continuous research during the year-long campaign period. That helped us to calibrate the messaging, decide when and how to advertise. Everything had to be tailored in order to achieve the best results. Nothing was left to chance.

The campaign “Comeback in the North” developed as we hoped, thanks to the focus on development and research every day. It used the web and print newspapers and was planned from A to Z with persuasive advertising in different formats using different tools in both channels. Native content marketing was central in both channels.

Amedia, Nordlys Lad and Nordlys had to open up their bag of tricks in order to get people into the shops and to get the brand to shine.

In short: the interplay between advertising and native content marketing and between digital and print was central to the success achieved. Most important though was the focus on research from start to finish!


Results for this campaign

The grocery chain Rema 1000 wanted to both increase turnover and use the brand to create positive engagement after experiencing declining market share in 2017. At the end of 2017 the tight partnership started between local newspaper Nordlys and Rema 1000 in Tromsø.

They would solve challenges within communication and get Rema 1000 moving again both turnover-wise and positivity towards the brand

Rema 1000 had a lot of relevant research to offer in relation to the challenges they faced. We did a deep-dive in many researches. In addition we had to initiate research ourselves. In order to solve the challenge we had to increase our knowledge. We had to know more about the status of the Rema 1000 brand, why the status was as it was, and we had to know if people in Tromsø were or were not satisfied with the shops, service and prices amongst other things.

We didn’t just do a lot of research before we started with Rema 1000. Just as important was doing continuous research during the year-long campaign period. That helped us to calibrate the messaging, decide when and how to advertise. Everything had to be tailored in order to achieve the best results. Nothing was left to chance.

The campaign “Comeback in the North” developed as we hoped, thanks to the focus on development and research every day. It used the web and print newspapers and was planned from A to Z with persuasive advertising in different formats using different tools in both channels. Native content marketing was central in both channels.

Amedia, Nordlys Lad and Nordlys had to open up their bag of tricks in order to get people into the shops and to get the brand to shine.

In short: the interplay between advertising and native content marketing and between digital and print was central to the success achieved. Most important though was the focus on research from start to finish!


Contact

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