AN EPIC STORY SOMEWHERE BETWEEN EARTH AND SKY.
MISSION: APPEAL TO THE YOUNGER GENERATION
Tupla has a legendary status in the Finnish consumers’ minds. Over the years Tupla brought adventures, action and good stories to people. Research revealed, however, that Tupla didn’t have the same appeal anymore with the younger audience. The adventurer, known as Tupla, had grown old and dusty. If the new generation didn’t find – and relate to the world of Tupla – there would be no future for the 60-year old icon.
INSIGHT: GREAT STORIES NEVER DIE
Tupla knows that people love the taste of stories; it’s been in the story business for 60 years, after all. Therefore, it was time to create stories that would pull the next generation into the adventurous world of Tupla. With their culture, their rules, their channels and our attitude.
CONCEPT: HUNGRY FOR ADVENTURE
Hungry for Adventure is the umbrella concept behind the platform for all Tupla actions and branded content. It’s made with the guaranteed Tupla attitude: never settling with flavour, never settling with the storytelling and quality. It’s pure adventure, stemming from Tupla’s heritage of adventure, modernized for today.
CAMPAIGN: HUNGRY FOR ADVENTURE: SPACE EXPEDITION
We tapped into the thing the whole world is buzzing about again: Space.
The epic adventure between earth and sky was kicked off by launching a Tupla bar to the edge of space as an invitation to participate. We received hundreds of applications from all over Finland. From them we selected a bunch of willing astronaut candidates and sent them to the unknown. All of this was turned into an epic five episode reality series and much more, hosted by rap star Prince Jusuf.
Appropriate channels were chosen based on the target groups’ media usage. Specific channels, such as influencers’ own channels were used to create engagement with the core target group. TV and outdoor media, among others, were used in order to achieve awareness and increase in sales.
Online video - Internet TV, programmatic video placements
Social media - Youtube, Instagram Stories, Snapchat, Instagram, Facebook
Influencers: Dave Cad, Jusuf, Sub TV channel personas, competitors’ own social channels
The recruitment phase was a mass media campaign where we were looking for astronaut candidates. We began everything by getting the necessary material for the recruitment phase in the nearby space. All this worked as our assets for the recruitment campaign in various media, including paid, earned and PR.
Channels: Sub TV, Snapchat, Youtube, DOOH, Instagram Stories + Feed, Facebook, IS Wallpaper, Programmatic (Web TV, Viasat, Rovio)
At the campaign’s heart were five four-minute episodes that took the viewers on one epic journey somewhere between earth and sky. The reality-show was premiered on SubTV, Katsomo and YouTube, and backed up with a vast but well-targeted media, benchmarking movie and series promoting. Emphasis was put on production value: every second of the show was planned and written beforehand with a screenwriter and a reality-show director. All of this was delivered with the new rules and channels of storytelling.
Prinssi Jusuf and influencers like Dave Cad posted live updates from the adventure as the series progressed, generating engagement and teasing the coming series.
Channels: Sub TV, Snapchat, Youtube, DOOH, OOH, Instagram Stories + Feed, Influencers’ social media, Programmatic, Cinemas
Results were all time high in Cloetta’s and Tupla’s history. Measured campaign time 2017/2018.
Sources: Cloetta sales data, SOM-data, Campaign study
BUDGET (WHOLE YEAR 2018)
Media spend: 670k €
Planning and production: 400k €
Including all materials from leaflets, store materials etc. to films.