Shot It, Got It!
Åhléns
Issue 33 | December 2014
Agency
Forsman & Bodenfors
Creative Team
Copywriter: Pontus Levahn Art director: Silla Levin Designer: Ellinor Bjarnolf
Production Team
Agency producer: Karl Wettre? Production company: Snask Media agency: Mindshare
Other Credits
Account director: Susanna Thorslund Glenndahl Account manager: Sara Kling Planner: My Troedsson
Date
May 2014
Background
Åhléns, Swedens largest chain of department stores, needed to spread the word about their summer collection to a younger audience. However, their budget was small.
Idea
The idea was to turn to a free platform where Åhléns could be found – Instagram - and to create a game using only Instagram and the screenshot function on smartphones. In three different Instagram videos, products flashed by in high speed. If the viewer was fast enough to capture an item in a screenshot, and post it, she or he got it at half-price. Thousands of people posted screenshots of Åhléns' products and automatically promoted the collection among all their followers and friends.
Results
Nearly 5,000 people posted screenshots, reaching many tens of thousands of their followers.
Followers on Instagram increased by 29%.
Click through-rate was 8.9% against an average 3.36%.
83.11% of viewers watched the videos all the way through to the end.
Share rate on Facebook was 1.67% against an average of 0.6%.
Our Thoughts
This is the good old-fashioned coupon reinvented for the modern world. It’s fun and very shareable. And it recognises that if you want to talk to millennials, you have to talk to them through their mobiles. That, plus the generous discount, makes it extremely relevant to its savvy and wary target audience.
It would be good to know how many screenshots were redeemed for half-price kit but no-one’s telling.
Also, interesting to see that as well as Cannes Grand Prix work for Volvo Trucks, Forsman & Bodenfors can do less showy but equally effective work in retail.